Beyond content

The author observes that brands need to move beyond a fixation with creating more content when the digital world is already awash with it.

Beyond content

Peter BuckleyMEC, London

"Don't just stand there, do something."

Dick Dastardly

"Ever since the arrival of television, brands, their owners and advisors have been obsessed with what brands say at the expense of what brands do."

Jeremy Bullmorei

1. Summary

As content explodes and media further fragments the marketing communications industry has become too focused on the creation of content as the solution to all brand needs. In the future brands will benefit greatly from broadening their perspective of communications by adding more palpable solutions to their channel mix.

2. Introduction

Last year Google's then CEO...

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