And content is your currency.
You can't buy curiosity about your brand, you have to earn it — with content.
The best brand content is shrewd, incisive, engaging ... and above all, it's authentic.
Authentic content is the soul of your brand. It's your true story. It's what we emotionally
respond to, resonate with, and talk about. It's what makes us curious.
Conversation is king.Cory Doctorow
Content is just something to talk about.
You are what you repeatedly do.Aristotle
Sorry for the e-mail, I didn’t have time to compose a tweet.George Bernard Shaw, revisited
Tell me, I'll forget. Show me, I may remember.Chinese Proverb
But involve me, and I'll understand.
The Microsoft Retail Experience Center needed a full renovation that could combine the stories of all of the company’s retail product groups into a single, cohesive, immersive brand experience.
Recently we had the privilege of working with award-winning interactive agency POP on a website revamp for Target. But while the site is still being developed, the details must stay confidential — so stay tuned…
Washington, DC’s first visible art storage and study center displays more than 3,300 works of art across 22,000 square feet, and all of it is accessible through a series of award-winning touchscreen visitor kiosks.
The content strategy for this new website had to serve up complicated information to multiple user groups and, most important, make sure that people who really need housing can find out how to get it.
LA n SYNC
The ambitious goal of this new initiative is to build a platform for cross-sector collaboration in the most populous county in the United States — 10 million people who aren’t exactly famous for their cooperation.
Royal BC Museum
How do you gracefully preserve what still works at one of the most famous science and history museums in North America, while also reinventing the entire visitor learning experience?
Folks we have worked with
Here's how to do it.
The recipe for generating great brand content is simple ... but that doesn't mean it's easy.
First you sort out what you need to say, and then invent how you are going to say it.
(It's surprising how many people do it in the reverse order.)
Figure out the smartest way to bridge the gap between what you have to say and what your audience wants to hear. Your content must be uniform across all channels. It’s a living, breathing entity that evolves with your audience, under the skilled guidance of an attentive curator.
“Don’t try this at home” has a whole new meaning. People need to viscerally experience your brand message out in the real world. If your brand is trapped in print and web media, it will always be two-dimensional. Bring your brand message to life in three dimensions.
In interaction, as in all design, form must follow function. Interactivity without meaning is merely animated decoration. The methodology of any interaction should derive from its message, so that the two are inextricable, and work together to reinforce one another.