Has the internet content overabundance changed the competition framework where brands carry out their activity? How has the economic environment affected the attention that consumers put on the content approach? Is the Branded approach enough to face the complexity of the competitive environment?
This article, a joint effort between the Foro de Marcas Renombradas Españolas, IE School of Communication and LLORENTE & CUENCA, covers some of the conclusions drawn from the meeting “La Revolución del Branded Entertainment” (“The Revolution of Branded Entertainment”), held on January 20. During this meeting, several experts reflected on how the opportunity of becoming future entertainment platforms forces brands to face the challenge of expanding their business model and explore a new universe of relations with consumers.
David G. Natal, Head of the Consumer Engagement Department