By Russell Parsons

The traditional brand imperative of making and keeping a promise through consistency of message and experience is more difficult to do when working with content. Content is dynamic. It is much tougher to control the parameters of a creative product than it is for a product that rolls off a factory line. No two pieces of content are ever identical, making the relationship with the brand the content is intended to serve more fluid and much less predictable.

Understanding the role of your brand as an editorial curator, and having a clear point of view on the world is therefore critical. Read full story ›

Source: Marketing Week