The Best Brand Social Strategy Isn’t Going Viral. It’s Building Something People Miss

Gap, Dick’s, and Starbucks are investing in original content as brands rethink what it takes to build a loyal audience online.

EXPERT OPINION BY MICHAEL KAYE, COMMUNICATIONS LEADER

Gap created a chief entertainment officer role to expand the company’s storytelling beyond traditional advertising, and recently hired a Walmart marketing alum to drive original content. Dick’s Sporting Goods launched its own production studio to create documentaries and original sports content. Starbucks has Starbucks........

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