#40: WHAT IS IT GOING TO TAKE TO WIN THE BATTLE OF CONTENT?

WHAT IS IT GOING TO TAKE TO WIN THE BATTLE OF
CONTENT?


You want to know the answers to key questions:


Who will win the fierce battle of content? 


Which brands will be the kinds of content? 


What is too much content kills content? 


What can be defined as innovative content?





Our guest, Julien Lévy, was head of global brand & digital
communication at Firmenich. Now a brand strategic advisor, he
gives us his tips to win the content battle.





In this episode of Lux & Friends, Julien gives us 4 key
tips: 


1. Be more interesting than interested, the audience
should learn something 


2. Be authentic, he says 'there is nothing more beautiful
than reality'. Brands have to tell us a story while showing their
humanity, even their own imperfection.


3. Talk about values, don't oversell. 


4. Surprise and yet be consistent with the brand
DNA. 


The ‘Naturals Together’ campaign he designed, art directed and
produced for Firmenich, took perfumers all around the world to
the field to meet the farmers growing ingredients, with no
acting, just being 'natural'. He picks 2 brands, AirBnN and Red
bull for brand communication quality. Constant change and AI is
the rule of the game and pushes for better creative
content. 


He has 3 heroes; Homère, the first storyteller tackling the
challenge of being a human; Steve Jobs, for having understood the
idea of the higher purpose and his wife, both a nurse and
mother.
 In conclusion, he is quite optimistic about the
future. 
Great content is ahead of us.