Proctor and Gamble has made a great step in the right direction with their new mobile and web show Crescent Heights.
That’s right, advertisers are starting to learn that the focus has to be on the content and not on just pitching a product. By doing this they can build their brand image. The NYTimes article about the show explained what’s so important about this:
The initiative follows that of other marketers and retailers who have found that, especially among their younger customers, sometimes the best way to advertise is to, well, not advertise.
How could they do an even better job? Advertise even less. Right now Tide is still too front and center. The logo sits at the top left, which is far too prominent. The website is www.tidecrescentheights.com.
Next time, the show should be the number one brand, not Tide. Offer it as a video podcast, put it in the iTunes podcast directory. This is the next step: companies learning to free their content.
All things considered, it’s still great that they’ve managed to get this far.