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Brands & Ideas: What makes great content?

Juiced

What exactly is ‘content’ and how does it bring a brand to life? Last week the online world oohed and aahed over Prada’s fabulous three-minute film, ‘A Therapy’, which debuted at the Cannes Film Festival. But do you need Roman Polanski and the world’s chicest red carpet to create something great?

Prada presents ‘A Therapy’

Content is what grows organically from the ideas at the heart of a brand. The film suited Prada as perfectly as Helena Bonham-Carter’s purple fur because it gave form to what Prada already does so well: cerebral decadence, and style with a sense of humour.

This week we look at less cinematic yet equally engaging examples of how an on-message idea can give rise to great content.

Walmart – Get It On The Shelf

Walmart tapped into the entrepreneurial spirit of its American customers with a contest inviting unheralded inventors to submit their products…

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