Branding media content: From storytelling to distribution

Abstract

In the context of production, it is sometimes claimed that content development and creation could and should learn from branding. I will argue that essentially it is the other way round. When content creation has been made more standardized the content becomes "brandable". Subsequently, branding handbooks and marketers are adopting simplified concepts of storytelling. In this sense, branding can be regarded as the commercialized version of standardized storytelling. Changes in the value chain of media production and distribution lead to the question of who shall be responsible for branding. Drawing from a study with audiovisual producers in Europe, it is illustrated that producers are reluctant to accept the branding of content as part of their changing job role. Thus, it is concluded that actually the content should not be branded at all, but rather that the distribution should be.