Brands as people: Where courage and fear meat

Brands, like people, are inherently risk-averse. The reality is that life preservation is burned into our DNA, as natural selection takes care of those that jump off too many cliffs—or metaphorical cliffs, as far as brands go. We’ve all worked through brand voice and personality. However, as seems to always be the case with the Internet, things are moving to the extreme or absurd (depending on your perspective). Brand personality is so twentieth century. We’ve got a new stretch to the brand continuum: brands as people.

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Three ways Content Marketing can fight its evil twin, Fake News

I was a big Trekkie growing up (Picard is better than Kirk, any other opinion is preposterous). The Star Trek canon featured a mirror universe, a twisted version of the primary universe where our heroes’ evil twins resided, and evil Spock sported a beard. As a content marketer, I’ve been staring evil me right in his fetching beard these past months–”evil me” being the snake oil merchants of #FakeNews.

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