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In the media world, few things matter more than credibility. No social strategy, distribution budget, or marketing campaign can save a publication that’s failed to build trust with its audience. Nowhere is this more true than in the world of content marketing. Brand publishers are fighting an uphill battle to engender trust and a sense of authenticity with readers, many of whom ...
During his trip to Seoul, Colin Marshall discovered something unexpected. Before novelist Haruki Murakami became an international literary giant, he was a brand writer for apparel company Onward Kashuyama. But he wasn’t just cranking out traditional ad copy—he was writing branded fiction. In 1985, Onward launched a campaign to market their U.S. apparel brand J. Press.