|Does Content Build Brands?
By: The Ad Contrarian
Last week, Sir John Hegarty of BBH made some very cogent statements about the relative value of content marketing and advertising.
This week I was a guest on a marketing podcast that ripped into Hegarty for his comments. I didn't have the time to defend his point of view properly. So here goes.
First and most obviously is this: The highest goal of marketing is to build brands. Advertising has built thousands of major consumer-facing brands in hundreds of categories. Until you can show me even a few major brands that have been built by "content" I cannot accept content as anything but a footnote.
Let's be more specific: Overwhelmingly the world's major brands -- Apple, Coca-Cola, McDonald's, Nike, Pepsi, Microsoft, Walmart, Samsung, Toyota, BMW and, literally, hundreds of others -- have been built by advertising. I cannot think of one major non-web-native brand that has been built by content (or social media, for that matter.)
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