A ‘Brand’ New World... The book that put my name on something other than a speeding ticket.

Late last year I had the privilege of contributing to ‘Fifteen Years, A Branded Content Story’ by the author Andrew Canter. You can buy it now on Amazon. At last my name in print on something other than a speeding ticket.

The book is a collection of short essays by some really fascinating people. The thrust is that we are moving towards a world where branded content could be the dominant marketing discipline of the 21st century.

What was my take on this hot topic? We are in a ‘Brand’ New World where content is a prized commodity.

It has never been harder for brands to catch attention. There is no more loyalty, no more love.

But companies can use content to create personalised and meaningful relationships with their consumers and drive new ones to their brand.

To create branded content ‘Start with Why’ – as Simon Sinek famously put it. Why do you exist? Make that the focus of your content. So Red Bull ‘gives you wings’, Coca-Cola wants us to ‘choose happiness’ and Universal Music gives you emotional experiences. Because if your branded content communicates a shared value, your audience will get involved.

Then perhaps ask how. Here the answer is literally staring you in the face. Engage with people where they are spending up to eight hours a day – media. Generate engagement through music, sports, video and culture combined with strong storytelling.

Music has a way of connecting at a profound emotional level. Yes, I say that because it is a passion and my vocation. But there are lots of examples in the book. Andrew Canter acknowledges the power of music in his preface: “We have seen Orange create the music show Playlist… a year later T-Mobile decided to follow suit and co-produced a show with Channel4 called Transmission, and Vodafone’s music show TBA ran on E4.”

Later in the book Rebecca Allen says: “… sound has a unique ability to stir emotions. Brands have been using music in television ads… call it ‘a direct line to the soul.”

And James Larman’s essay gives the example of Smirnoff’s Equalizing Music programme. It is a big project aiming to double the number of female music headliners at festivals through a series of music, live gigs and documentaries over a three-year period.

But you don’t have to invest million$. I remember a piece produced as part of Make Up For Ever’s brand partnership with Jessie J. They captured Jessie J and Make-up vlogger Nikkie testing MUFE’s new range. The pair were so obviously having an incredible time bonding over a mutual love of make-up that the clip has been shared and viewed by more than 12 million people to date.

One thing is for sure. These examples reflect the real values of the brands. And if you match these with the personal passions of an artist you have a winning formula.