Short YouTube presentation arguing that brand advertising and content marketing build "relational equity" through repeated creative deposits (mascots, editorialization, free content). With sufficient relational equity "deposits," brands can later make direct-response "withdrawals" successfully; examples include insurance mascots and Chanel’s fashion shows/editorial photography.
Let's be honest, there are certain insurance companies where we go to this one because we like flow or because we like the caveman or because we like the gecko, right? This brand advertising is actually making a deposit of relational equity. Content marketing does the same thing when you put free content in the market in the form of blog posts, YouTube videos, short form, that is all making a deposit of relational equity. The brands that you talked about, Chanel and how they do in fact do direct response, they can get away with doing direct response like that and people not even perceive it as direct response because they have spent decades making deposits of relational equity in the form of fashion shows that are entertaining and that tell us how we should dress and what the new look is this year in the form of beautiful editorialized photography. Like all of these are making deposits of relational equity. And I think as marketing works and you're allowed to make a withdrawal as long as you have adequate funds on deposit.
