While many brands are starting to act as publishers, one brand is taking the opposite approach. Worried about adding to a constant stream of brand noise, Brompton’s marketing boss is betting on fewer, better stories told by the people who actually ride its bikes.
At a time when brands are racing to produce more content than ever, Brompton chief marketing officer Chris Willingham is taking the opposite approach.
“I don’t want to produce five times more content,” he said. “The content we produce has to be meaningful and interesting. If you drown people in content they just ignore you and lose respect for you.”
“There’s too much landfill out there.”
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Zalando is one of Europe’s biggest advertisers, but its ambitions stretch far beyond traditional marketing. Under James Rothwell, the company is pushing to behave less like a retailer and more like a publisher.
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