Marketing chief: time to retire the idea of ‘brand storytelling’
Far From Avocados believes that content marketing allows brands to build up their own audiences and platforms
The term “brand storytelling” should be retired, as audiences do not care about a company’s story, according to Aidan Coughlan, one of the founders of content marketing agency Far From Avocados. Instead, he said, content created by brands must be valuable to the audience.
His co-founder Amy Cannon, who is doing a PhD in the role of marketing in society, agreed. Content marketing allows a brand to become part of the live story, ...
