I’m beginning to believe that 2014 may be the pivotal point where product companies actually start evolving into media brands. The Lego Movie, which has to date earned more than $500 million worldwide, is also very likely to be the first movie produced and sponsored by a product company to win an Academy Award. Make no mistake, for content marketing, This. Is. Big.
Now, certainly the idea that consumers’ buying habits are shifting is nothing new. But, (as I discussed earlier this month), in many cases, we have yet to shift our approach to meet those new realities.Continue Reading