CONTENT & COLLATERAL STRATEGY.
Content and collateral strategy examines the connotation, structure and progression of a brand’s numerous narratives. Most people know this as “storytelling”. For every value proposition, there’s a story to tell. For every product or service, there’s a story to tell. For every logo, advertisement, media channel, user-journey or target-audience–there’s a story to tell.
Some stories get told once; others need to be repeated. Some stories get their own collateral; others share collateral. And sometimes, the collateral gets its own story!
Content and collateral comes in many forms. From planning a website, to orchestrating an entire product rollout campaign. From social media content to print ads to package design (to the product itself). Each piece of collateral has a purpose, each piece carries content and connotation.
How a brand articulates its narratives through content and collateral largely affects its perceived identity.