Air New Zealand rebrands safety

Air New Zealand is one of those special companies. I know I have a
biased view, as I would definitely classify myself as a loyal customer.
But the fact of the matter is that their new safety videos are creating
quite a stir; a good stir.



 

What began as a way to separate themselves from the competition (and gain the short attention span of  their customers) has now become a tactic that

Content Marketing (or, as many marketers would call it, Brand Storytelling)

A vital component of building brand communities, which was the topic of one of our recent blogs, is producing content that is relevant to the target audience. Content marketing is also known by many other names such as brand journalism, branded content, branded media, corporate media and corporate publishing. But what exactly is it?

Content marketing is essentially a technique that involves