This Week In Branded Content (August 25)

“To me, fashion is about elevation, making dreams happen. It has nothing to do with the quotidian, the everyday, the natural. With craftsmanship, with silhouette, with the space where you do a fashion show, with the afterparty—it’s all about a bubble that you build to make people dream and be happy for a moment. A show is 15 minutes. A moment. When you’re making a show, you work day and night, no sleep. You don’t have time to see your family. Those 15 minutes are about a dream, a bubble, stopping time. I don’t work six months, day and night, to give you natural.”

– Olivier Rousteing / Creator Director Of Balmain







Nasa, The Eclipse And Social Media

The 2017 solar eclipse has come and gone! Now, it’s time to stare in awe at all the amazing images captured by NASA, the European Space Agency, their satellites, and the luckiest folks off Earth: the astronauts aboard the International Space Station. Yes, while you were pinching and zooming on your phone trying to nail the perfect Instagram moment, space agencies around the world were gathering the kinds of eclipse images that we could never dream of capturing ourselves.


BY Sean O’Kane



Snapchat to Move Into Scripted Content by Year’s End

Snapchat’s head of content Nick Bell said Wednesday that the messaging service was likely to push into scripted content through its Snapchat Shows by year’s end. Speaking at the Edinburgh International Television Festival, Bell insisted that the company was not helping to drive a stake into the heart of traditional broadcasters. Instead, it can help bolster them, he said. “Mobile is the most complementary thing to TV that has been around,” Bell said, adding that Snapchat was not a “TV killer.” “We’re really capturing the audience who are not probably consuming TV at the same rate and pace of engagement that they once were.”


BY Henry Chu




Warby Parker CEO: Creating A Brand Experience Around The Solar Eclipse

On Monday, August 21, for the first time in 99 years, a total solar eclipse unfolded across the entire United States, from the Pacific to the Atlantic coasts. For brands, the once-in-a-lifetime circumstance was also an opportunity to engage and educate people about a phenomenon that many didn’t know much about, but were excited to experience..


BY Adriana Krasniansky



How GE, Target, And Levi’s Keep Their Cool

In his new book, Unleashing the Innovators, Jim Stengel, former global marketing officer at Procter & Gamble, studied some 200 “odd couple” partnerships between established companies and tech-focused upstarts. Here’s how the arrangement helped three veteran brands rediscover their vitality.


By Laynie Rose




How Brands Are Tapping Into Consumers’ Faces – And Brains

This type of facial recognition technology is also being used at airports to both improve the boarding process and to enhance security – at least allegedly. But it can also help marketers determine consumers’ emotions. This burgeoning field includes startups like Affectiva, Eyeris, Kairos and Realeyes, as well as larger players like Microsoft and Apple (which acquired startup Emotient in 2016).


BY Lisa Lacy



The Era Of Big Data Must End

Algorithms decide who gets a loan, who gets a job interview, who gets insurance and much more — but they don’t automatically make things fair, and they’re often far from scientific. Mathematician and data scientist Cathy O’Neil coined a term for algorithms that are secret, important and harmful: “weapons of math destruction.” Learn more about the hidden agendas behind these supposedly objective formulas and why we need to start building better ones.


BY Cathy O’Neill




More Than 600 Global Brands Still Feed The Fake News Ecosystem

Storyzy’s business is alerting brands to their presence on fake news sites. By and large, the advertising community’s response is simply appalling. French startup Storyzy spotted six hundred forty-four brands on questionable sites ranging from hard core fake news sites, hyper-partisan ones, to clickbait venues hosting bogus content with no particular agenda, except making a quick buck.


BY Frederic Filloux



Estonia Could Offer ‘Estcoins’ To e-Residents

What would happen if a country, such as Estonia, issued its own crypto tokens? This radical question is at the heart of an ambitious new proposal that, if implemented, has the potential to benefit both the country and its fast growing community of e-residents. ‘Estcoins’ could be managed by the Republic of Estonia, but accessed by anyone in the world through its e-Residency programme and launched through an Initial Coin Offering (ICO).


BY Kaspar Korjus




What Is Amazon, Really?

In the beginning, sold books. Today Amazon is a titan of e-commerce, logistics, payments, hardware, data storage, and media. It dabbles in plenty more industries. It’s the go-to site for online shoppers and merchants alike, a modern necessity that independent sellers love to hate. Prime, Amazon’s signature $99-a-year membership program, has an estimated 85 million subscribers in the US, equivalent to about two-thirds of American households. To even call it an e-commerce company feels completely inadequate.


BY Dave Gershgorn



There’s A Split In Retail, And Only 2 Types Of Stores Will Survive

From RadioShack to CVS, Sears to JCPenney, over 6,000 retail stores have closed their doors this year. In the same period, Amazon’s stock price skyrocketed over 31% as consumers increasingly opt for its seemingly limitless selection and quick shipping. But not all is lost for the remaining brick-and-mortar retailers, says Goldman Sachs’s head of consumer research Matt Fassler on the latest episode of the bank’s “Exchanges” podcast.


BY Graham Rapier






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