In Brief

Piano company focuses marketing strategies on video content to showcase 160 year-old history and sell instruments

Above The Clutter with Pete Krainik is presented in partnership with IBM. To become part of IBM’s community of marketers and for more exclusive ideas about innovation in marketing, click to become a Think Leader today.

As perpetual consumers of media and infotainment, audiences’ expectations of how they engage with brands and their products have radically shifted. Print advertising budgets are rapidly being replaced to promote Snapchat stories that take consumers behind-the-scenes with their favorite companies, designed solely to entertain audiences rather than inform purchases. To make a statement, brands are welcoming their audiences in through new opportunities for storytelling, and cultivating an active story around what their brand represents.

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