Branded content like advertising strategy
Abstract
Branded content is one of the newest and most sophisticated strategies to transmit the universe of a brand to the consumer through different languages -text, static image, audiovisual image or podcast-. It is a marketing technique whose objective is none other than to link the brand's imagination with the user community, establishing a direct and personal dialogue while strengthening the engagement. Branded content seeks to consolidate the brand, its style and ideology, strengthening its differential value and transmitting "what it is, not what it sells". This article aims to show the importance of applying storytelling techniques to branded content, as the potential of a well-constructed story not only gives special meaning to the products and their economic value, but also, and above this, a good storytelling construction gives the brand a fundamentally emotional value with an effect that lasts over time.
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