When Red Bull became the first brand to launch its own media company in 2007, the concept was novel. Yet, as we all watched, the energy-drink brand transformed before our eyes, its success undeniable and its products instantly synonymous with the lifestyle of the target audience.
Fast forward 10 years, and we see a whole new crop of brands successfully aligning themselves with consumers through original content, whether it’s a hotel chain, a soft drink, or a cellular business. What does this mean for the TV industry?
In this episode of The Daily Brief Podcast, LA Times corporate media reporter Meg James, Marriott’s Marc Battaglia and Chobani’s Kwame Taylor-Hayford talk about the rise of the brand studio — non-media brands that are creating entertainment content as a way to craft their images and engage with consumers.
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