As a brand, it must be intimidating to move away from short term, quick wins and to start thinking long term. However, aligning a brand’s values and purpose, with the right branded entertainment can actively engage audiences in more meaningful ways. It takes courage and will not necessarily show those quick wins that some marketing people want, however, this is a process of creating meaning, not content for a brand.

This is a process of creating meaning, not content for a brand.

The outdoor industry has been doing this since its inception. Skiing and snowboarding companies understood that you didn’t need to explicitly sell the product if your athlete already trusted your goods; they could, instead, sell the lifestyle through stories that their rostered

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