Some templates for creating your Empathy Map
For example the marriott hotel chain has already made several short films about the exploits of two of its bellmen called “two bellmen” and with which they have managed to connect and refresh the essence of their brand thanks to a modern comic and satirical script. Transmedia content which is nothing more than stories that relate to each other through various platforms has also become a tool to enhance branded content. There are several examples of brands that have resorted to the production of videos articles studies free ebooks applications interactive games and other types of content so that each piece completes a part of that transmedia storytelling that has continuity in different media formats and channels.But despite the popularity of branded content there is also a kind of confusion with other types of content used by brands which is why it is important to further delimit the concept and its field of action branded content is not traditional advertising. While it is true that in commercials mobile app designs service or in some traditional formats storytelling can also be used branded content is different because it goes beyond the products or services of a brand its focus is the values and identity of the brand. Reflected in a story that seeks to attract the consumer in a playful way. Its purpose is not to sell but to enhance branding.
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Brand identity branded content is not the same as content marketing. Content marketing is the strategy and branded content is the type of content so the former can always resort to the latter to strengthen brand positioning and spark conversations recommendations and discussions. Brand content branded content is not product placement. Although we can show a product or service in the story we are about to tell the ideal is to avoid saturating the audience and rather focus.
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