“‘We used to think we were great at TV,’ Mr. Addicks said. ‘We’re going to have to be great at content.'” – via AdAge
Mr. Addicks of this quote is Mr. Mark Addicks, Chief Marketing Officer of General Mills. It was a comment he made in his keynote speech at the AdAge Digital Conference yesterday, and captured in this article, which sums up his point that though General Mills used to think of their brand getting “out there” by television, the focus has shifted to using varied forms of content to build on the brand’s purpose. Addicks related that people use General Mills products, like Grands and Pillsbury biscuits, to build all kinds of meals, and there could be content to support that.
Content could be in the form of creating a supplemental recipe book of cool edibles you can make with Pillsbury biscuits that are outside the typical “biscuit” role. (Click here to view “Biscuitability – 22 Recipes Featuring Pillsbury Frozen Biscuits“.) Addicks related that when they rethought how people use Pillsbury biscuits to make – not just bake – it opened the doors to users submitting content of their own creations, piling on General Mills’ original ideas.
As the article went on to say,
“The whole idea of purpose takes packaged-goods brands literally outside the box, Mr. Addicks said, to say “‘now your business is as large as your imagination. You can start to add services that can be very powerful for your business model.'”
Use content of all kinds – video, digital publications, social platforms, and more – to build on the purpose of your brand and give your fans more of what they want: ideas that you can provide to make their world more awesome.
April 2nd, 2014 by Joy Beachy