When Advertising Becomes Art

Monday, February 22nd, 2016

Advertising can sneak up on you in the most unexpected ways. Recently I visited the Minneapolis Institute of Art for the simple pleasure of discovering art. For hours, my family and I got lost in an exploration of well curated paintings, sculptures, and immersive rooms, such as a recreation of a ...

GE Combines Content Marketing & Advertising with “Enhance Your Lighting”

Tuesday, September 30th, 2014

Conventional wisdom says that content marketing needs to be useful to be effective. Creating utility builds credibility and separates content marketers from advertisers. Hence, Intelligensia Coffee offers Brew Guides to teach consumers how to brew the perfect cup of coffee, and Birchbox creates how-to videos with beauty tips, such as ...

Prada and Kenzo: Brands as Entertainers

Thursday, February 13th, 2014

Brands often think of content marketing as the art of being useful. Betty Crocker teaches us how to cook through the iconic Betty Crocker Cookbook. Verizon publishes useful ideas about apps through its Recapp blog. But content marketing can also be about entertainment, as demonstrated by two recently released short ...