Discussing the Future of Branded Content at San Diego X

Events Posted on — 10.02.2015

Discussing the Future of Branded Content at San Diego X


BASIC Associate Creative Director, Erwin Hines took part of this panel, sharing the successes from Nixon.com which took Silver at this year's national American Advertising Awards (ADDYs).

Erwin Hines Speaking at SDX Design Panel

The team over at San Diego X brought three of the top San Diego agencies together to talk about the future of branded content. BASIC Associate Creative Director, Erwin Hines took part of this panel, sharing the successes from Nixon.com which took Silver at this year's national American Advertising Awards (ADDYs).

During his presentation, Erwin walked the audience through the entire process of Nixon.com, emphasizing the importance for brands to focus on designing for the experience over transactions and provide context with content to help emphasize the story. 

"In this era of branded content where consumers and brands are becoming synonymous with each other, it becomes the brands obligation to break down their barriers and truly connect with each other on a deeper level through the values and the interests that they share together. The ones that understand how to utilize branded content to their advantage, are the ones who understand themselves the most and can convey their story in the most effective manner."

Erwin provided a few key takeaways that brands can utilize to help better express their overall brand narrative

Content without proper context is meaningless

Creating stories is one thing, knowing where and when to surface that content can provide additional value to the user. Brands need to start looking at what their facts and figures actually mean to the overall user experience and create stories around them. 

Add value

Brands need to focus on producing content that provides their audience with a sense of empowerment in an organic and conversational manner. 

Tell stories and sell through experience

People don't buy products - they buy the experiences that they have with that product. By utilizing branded content, brands can tell more consistent, meaningful stories that provide an emotional connection with their audience