A new marketing trend has emerged — a renaissance in the art of brand storytelling — and there is hardly a better example than Ralph Lauren Corp. For many years, the firm has been known for creating a certain lifestyle through its advertising images and, more recently, that effort has moved into new formats including video, photos on Facebook and stories on its Web site.
Greg Rogers, chief executive officer of Pictela Inc., used Ralph Lauren as an example of a brand that is making the connection between its products and consumers while focused on building content strategies for the future. More and more, this will be happening through the use of apps. “It takes 50 apps to perfectly replicate your Web site,” said Rogers. But they need to be smart and adjust to the consumer’s preferences. Rogers speaks from experience — his company delivers a high-definition content marketing platform that has been used by Hearst, Time Inc., The Wall Street Journal and Glam Media. Pictela is now under the AOL umbrella, after being acquired in December 2010.
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