The notion of ‘brand as publisher’ is 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.

1. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Brands as
publishers
1

2. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
UK
BAY AREA
NEW YORK
Our clients drive the social web
... and harness it
2

3. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Journalism
3

4. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Supermarkets
ASDA Sainsbury’s Waitrose
4

5. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
When you don’t own the platform
Sprint gives free phones
to Manson
Aflac’s duck of doom Shit!
5

6. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
The Publishers
Training agencies and brands
to produce ‘BuzzFeed’ style
stories.
The Onion’s brand content
unit. Clients include Microsoft,
Dove, EA Sports and Hilton
Hotels.
Vice’s in-house agency. Clients
include Intel, Levi’s, Garnier
and Palladium.
Virtue Onion Labs BuzzFeed
6

7. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Dog Stories
7

8. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Dog Stories
8

9. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
The platforms
Provides brands with licensed
content from renowned
publishers.
Connects brands with content
creators. Helps create virtual
editorial teams.
Offers writer recruitment and
management; workflow tools;
analytics.
Skyword Contently NewsCred
9

10. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Pepsi Pulse
10

11. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Pepsi Pulse
11

12. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Brands doing it right
Red Bull American Express Google
12

13. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
- Creating communities
- Put the brand at the
centre of the audience’s
lives
- Relevant to brand and
audience
- Helps put audience needs
at the forefront of the
content
- Created in-house or by agencies
- Audience ahead of products
Crowdsourced
content
Brand
Content
Brands as publishers
Curated
content
13

14. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Brands as broadcasters
14

15. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Dave Standen
Content Strategist
david.standen@bynd.com
THANK YOU
timefor your
contact us
15