21 Brands Conquering Content Excellence

For the past 40 plus years, the great brands of yesterday were focused on creative excellence. They sought to craft the perfect message and then pushed it out via various shotgun methodologies, hoping to build brand awareness and regard for their products. That, by itself, doesn’t work anymore. It’s still mandatory to build awareness and regard, but they won’t alone translate into extraordinary and sustainable financial performance. Content is now about engagement and discovery, not interruption advertising.