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<atom:link href="http://adage.com/article/digitalnext/world-branded-content-original-wins/239269/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: In the World of Branded Content, Original Always Wins]]></title>
<link>http://adage.com/article/digitalnext/world-branded-content-original-wins/239269/#comments</link>
<language>en-us</language>
<ttl>120</ttl>
<description><![CDATA[No brand makes a mind-share dent with unoriginal content. Best is material that consumers will want to share.]]></description>
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<title><![CDATA[By: Shane Snow]]></title>
<link>http://adage.com/article/digitalnext/world-branded-content-original-wins/239269/#comments-108036</link>
<description><![CDATA[Excellent point. CMO.com does indeed do a great job. They put a lot of thought into their curation process. But they also place a heavy emphasis on exclusives. I don&#039;t think they&#039;d be successful without their original content. 

Do you think the curated content provides more value to the brand than the original content in any cases? I&#039;d love to see an example!]]></description>
<pubDate>Thu, 07 Feb 2013 11:59 EST</pubDate>
<author>Shane Snow</author>
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<title><![CDATA[By: Kytka Jezek]]></title>
<link>http://adage.com/article/digitalnext/world-branded-content-original-wins/239269/#comments-107743</link>
<description><![CDATA[So inspired by your post I just had to write a post about meeting Gary Vaynerchuk and how your post hits it on the nose! http://bemorethanyouare.com/how-important-is-your-brand/

Bravo!]]></description>
<pubDate>Sat, 26 Jan 2013 09:12 EST</pubDate>
<author>Kytka Jezek</author>
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<title><![CDATA[By: Bill Crandall]]></title>
<link>http://adage.com/article/digitalnext/world-branded-content-original-wins/239269/#comments-107658</link>
<description><![CDATA[Yet another important and interesting read from Shane Snow, &quot;In the World of Branded Content, Original Always Wins&quot;.

In a broader context though - beyond just branded content - one might say (and I do), &quot;In the World of ANYTHING, Original Always Wins&quot;.

I think the thing in advertising today is that with so many great ad campaigns since the &#039;60s and &#039;70s now behind us, it&#039;s pretty hard to come up with &quot;original&quot; stuff that&#039;s still focused on a core brand message or, at the very least, a relevant and contemporary brand image. Lots of new digital entertainment and media delivery systems/devices out there today, but &quot;Where&#039;s The Beef?&quot; Remember or know about that one?

If I have any advice for today&#039;s young creatives at any kind of agency (and I&#039;m rooting for you) it is this ... Learn your advertising agency brand history and feel free to borrow from it without apologies, as long as you&#039;re making an already-proven good thing even better! And if you should happen to think that you&#039;ve actually come up with a truly original creative idea or concept, button it up air-tight before presenting it to your management or client. Most smart people recognize a &quot;big idea&quot; when they see one and will buy into it, unless they are paralyzed by fear of change or losing their job (in which case, you and your agency have no hope.)

All of which is to say to my &quot;creative&quot; friends of all ages, know your history; do your homework; and swing from the trees in every case. Best always, BC]]></description>
<pubDate>Tue, 22 Jan 2013 18:57 EST</pubDate>
<author>Bill Crandall</author>
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<title><![CDATA[By: Neil Spencer]]></title>
<link>http://adage.com/article/digitalnext/world-branded-content-original-wins/239269/#comments-107656</link>
<description><![CDATA[I&#039;m a firm believer that well designed (UI included), original, creative, well-written (huge plus) content will be a huge player in 2013. If companies were smart, they would look to hire a small team of great writers and a couple designers to create original content for their brand on a continual basis. Whether it be images to go along with an article on their blog (or guest articles), an online magazine, or separate page that illustrates a story or idea. Of course, talented freelancers would be a huge asset in this field as well.

This is an example of great new digital content that stays on point with brand message. Dark Rye is a new, original online magazine from Whole Foods: http://www.darkrye.com/]]></description>
<pubDate>Tue, 22 Jan 2013 17:30 EST</pubDate>
<author>Neil Spencer</author>
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<title><![CDATA[By: Richard Spalding]]></title>
<link>http://adage.com/article/digitalnext/world-branded-content-original-wins/239269/#comments-107639</link>
<description><![CDATA[Unfortunately the market leaders are too risk adverse to recognise branded content as advertising. Advertising is merely a ubiquitous tool to retain market share. The branded content marketing race is being won by the Red Bull&#039;s of this world as they have nothing to loose and so much to gain.]]></description>
<pubDate>Tue, 22 Jan 2013 10:27 EST</pubDate>
<author>Richard Spalding</author>
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<item>
<title><![CDATA[By: josh healan]]></title>
<link>http://adage.com/article/digitalnext/world-branded-content-original-wins/239269/#comments-107620</link>
<description><![CDATA[I mostly agree with you... There are a handful of brands that actually do an amazing job of aggregating the best of the best content and they&#039;re actually generating ROI as a result. The one that stands out in my mind is the amazing job Adobe continues to do with CMO.com.]]></description>
<pubDate>Mon, 21 Jan 2013 14:11 EST</pubDate>
<author>josh healan</author>
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<item>
<title><![CDATA[By: Bill Towell]]></title>
<link>http://adage.com/article/digitalnext/world-branded-content-original-wins/239269/#comments-107615</link>
<description><![CDATA[Both &quot;Content&quot; &amp; &quot;Context&quot; will drive the future Social. Our experience at bad donkey validates that the strongest UX brand connection is thru peer-to-peer driven conversations. Brands that understand &amp; adapt will rock!!]]></description>
<pubDate>Mon, 21 Jan 2013 12:12 EST</pubDate>
<author>Bill Towell</author>
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