The best brand publishing has a purpose and a voice. We help brands define theirs with an editorial mandate. We start with a few questions – What does the brand want to say? Why does it want to say it? Can the brand truly own it?
With a solid editorial mandate, we develop content themes and a tone-of-voice that create a living and breathing perspective on the world around the brand.
We look at where a brand, and its competitors, is publishing now – but also where its real audience might be. Of course, we take search seriously, but we also back up all the data with qualitative research to truly understand the audience.
In today’s content culture, people, brands and the media are constantly generating new perspectives, and we can help brands monitor those insights.
Publishing feeds off the news and seasonality, so we identify the editorial rhythm for brands as a part of content strategy.
Before we produce anything, we look at people. We explore how they give a brand life and meaning. In the case of any experience, whether momentous or mundane, we find that people have very particular feelings about detailed aspects of it.
We research stories and content angles like journalists, and often with the help of journalists. By peeling back the layers of a brand experience we reveal the familiar, relatable and useful. Often, we unearth a brand’s best-kept secrets.
We aim to create brand publishing in which people see their own lives reflected. The result is culture, which lives on in the hearts and minds of the audience, well beyond publication.
It’s tough for brands today – not only are they expected to be publishers, but the publishing platforms are always evolving too. We combine timeless publishing formats with the opportunities of social and mobile platforms to create original content.
Activation isn’t an afterthought. We build it in to every content strategy, and into every creative brief. The result is intuitive content that feels at home whether it’s on Facebook, Instagram or at the end of a search.
We go where the people are – and they are always in more than one place, so we optimize brand content for each channel.