The ‘brand as publisher’ trend is super hot right now. From Red Bull to Amex and Coca Cola, many brands are making serious moves to position themselves as storytellers and content creators – often in ways that are disconnected to direct sales and calls to action.
Beyond the buzzword, however, the reality is that this movement is a challenge.
Red Bull, Amex and Coca Cola are the exceptions, not the rule. Most brands are not wired to be publishers. Their internal marketing teams have been built to be internal marketing teams rather than ‘always on’ newsrooms with a rich and agile set of content skills.
Consequently, most brands struggle to provide their audiences with content that has real value across all consumer touch points.
Like It , +1 , Tweet It , Pin It | Can Brands Really Become Publishers: Remedial Help, Beyond the Hype? original content from Ubergizmo. 
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