For 20 years, we’ve told our clients that brands will become programmers. Today, our vision is reality. From documentaries to short films, episodic series and podcasts, brands of all different sizes and in nearly every market have grasped greater control of the conversation with the people they care about most.
This trend will only accelerate. Traditional media companies have already begun relying upon branded media entities to provide them with focused, quality content in narrow subject areas their models couldn’t support to produce.
In the very near future, brands will eliminate the perception that they play second-fiddle to the entrenched media powers. The question is simple: Lead, or follow?