What exactly is a content brand? In a nutshell, it’s exactly what it sounds like—a strategy that governs how your organization plans to position itself as a valuable content provider. The thinking is that, by gradually building a content brand, you can churn out more focused content and achieve better results. This doesn’t sit well with me.
Last week, I had the pleasure of speaking with Martin Goldfarb, co-author of the just published book, Affinity Beyond Branding.
Martin is perhaps best known as the official Liberal Party pollster from 1973-1992. He also happens to be one of Canada’s most successful entrepreneurs and a leading expert in the study of human behaviour as it relates to the marketplace and society.
He has consulted to numerous corporations, including Ford Motor Company, DeBeers, and Four Seasons Hotels.
Once you listen to my chat with Martin, you will appreciate that this book and the experiences he shares are worth their weight in gold. Listen to the podcast here.