Every Company Is An Experience Company

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Illustration by Craig Swanson and idea by James Cennamo

Some years ago while attempting to explain the thinking behind my then-startup Federated Media, I wrote that all brands are publishers (it was over on the FM blog, which the new owners apparently have taken down – a summary of my thinking can be found here). I’d been speechifying on this theme for years, since well before FM or even the Industry Standard – after all, great brands always created great content (think TV ads or the spreads in early editions of Wired), we just didn’t call it that until our recent obsession with “native advertising” and “content marketing,” an obsession I certainly helped stoke during my FM years.

Today, there is an entire industry committed to helping brands become publishers, and the idea that brands need to “join the conversation” and “think like media companies” is pretty widely held. But I think the metaphor of brands as media creators has some uneasy limitations. We are all wary of what might be called contextual dissonance – when we consume media, we want to do so in proper context. I’ve seen a lot of branded content that feels contextually dissonant to me – easily shareable stories distributed through Outbrain, Buzzfeed, and Sharethrough, for example, or highly shareable videos distributed through YouTube and Facebook.

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To Be Clear: Do Not Build Your Brand House On Land You Don’t Own

Too07(image) I took a rigorous walk early this morning, a new habit I’m trying to adopt – today was Day Two. Long walks force a certain meditative awareness. You’re not moving so fast that you miss the world’s details passing by  – in fact, you can stop to inspect something that might catch your eye. Today I explored an abandoned log cabin set beside a lake, for example. I’ve sped by that cabin at least a thousand times on my mountain bike, but when you’re walking, discovery is far more of an affordance.

Besides the cabin, the most remarkable quality of today’s walk was the water – it’s (finally) been raining hard here in Northern California, and the hills and forests of Marin are again alive with the rush of water coursing its inevitable path toward the sea. White twisting ribbons cut through each topographic wrinkle, joining forces to form great streams at the base of any given canyon. The gathering roar of a swollen stream, rich with foam and brown earth – well, it’s certainly  good for the soul.

I can’t say the same of my daily “walks” through the Internet. Each day I spend an hour or more reading industry news. I’m pretty sure you do too – that’s probably the impetus for your visit here – chances are you clicked on a link on Facebook, LinkedIn, Twitter, Google, or in email. Someone you know said “check this out,” or – and bless you if this is the case – you actually follow my musings and visit on a regular basis.

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