Overcoming "So what?": How big brands are tackling content in Asia
Low Lai Chow and Anna Hamill
Brands must overcome the 'so what?' factor when building content to truly engage their audiences and have them return for more.
That was the view of Nissan editor-in-chief Dan Sloan, in a panel session on creative story telling at Digital Matters Singapore recently.
"If you are creating, you have to make an assumption that this [content] is a time investment for an audience. Hopefully, they remain engaged and wait for your next episode."
The rise of digital channels in Asia has...