The real art of content marketing
What can a ground-breaking artist teach an everyday brand… and what can that everyday brand teach the artist?
Most brand professionals are adept at raising high hopes and expectations in consumer minds. But consumers are increasingly cynical, sceptical and frustrated; brands hold up desired psychological destination signs in their marketing materials (freedom, happiness, calm, good relationships) without offering practical support on how to get there. In other words, consumers are increasingly looking for brands to be more ‘meaningful’ – genuinely to help them to lead more fulfilled lives.
This Campaign case study, in partnership with The School Of Life, looks at work from the artist Xu Zhen, who shows a deep interest in brands and culture – and just how lovely they can be. As well as looking at how brands could exploit a large but often underdeveloped dimension to their offerings and learn the art of storytelling.To download please sign in.