Lux and Friends
The world of luxury has never been so timeless and contemporary as today.Luxury Industry veteran Carlo Pignataro takes a deep dive into the forces at play, and invites some of its most brilliant minds to join his lively conversations.MISSION: to explain complexity in a crisp and entertaining way.
Lux and Friends
#40: WHAT IS IT GOING TO TAKE TO WIN THE BATTLE OF CONTENT?
WHAT IS IT GOING TO TAKE TO WIN THE BATTLE OF CONTENT?
You want to know the answers to key questions:
Who will win the fierce battle of content?
Which brands will be the kinds of content?
What is too much content kills content?
What can be defined as innovative content?
Our guest, Julien Lévy, was head of global brand & digital communication at Firmenich. Now a brand strategic advisor, he gives us his tips to win the content battle.
In this episode of Lux & Friends, Julien gives us 4 key tips:
1. Be more interesting than interested, the audience should learn something
2. Be authentic, he says 'there is nothing more beautiful than reality'. Brands have to tell us a story while showing their humanity, even their own imperfection.
3. Talk about values, don't oversell.
4. Surprise and yet be consistent with the brand DNA.
The ‘Naturals Together’ campaign he designed, art directed and produced for Firmenich, took perfumers all around the world to the field to meet the farmers growing ingredients, with no acting, just being 'natural'. He picks 2 brands, AirBnN and Red bull for brand communication quality. Constant change and AI is the rule of the game and pushes for better creative content.
He has 3 heroes; Homère, the first storyteller tackling the challenge of being a human; Steve Jobs, for having understood the idea of the higher purpose and his wife, both a nurse and mother.
In conclusion, he is quite optimistic about the future.
Great content is ahead of us.
