What if you stopped renting time or space (“advertising”) and started investing in valuable content—content that you’ll own? What if you tapped a trend or created a movement? What if you authentically embraced your most loyal fans? What if … you became a brandscaper?
Brandscaping is a new way of thinking. It’s more than a content marketing strategy or a social media initiative. It’s a marketing methodology that enables you to leverage content as an asset instead of treating it as an expense.
Successful brandscapers think more like television producers and less like marketers. In the new media world, everyone has an audience. Brandscaping trains you to unearth authentic, talented “spokespeople” in a world where everyone is a publisher, podcaster, YouTuber, or digital photographer; people whose existing audiences, no matter how small, will become your future customers.
Andrew Davis’ 20-year career has taken him from local television to The Today Show. He’s worked for The Muppets in New York, written for Charles Kuralt, and marketed for tiny start-ups as well as Fortune 500 brands. In 2001, Andrew co-founded Tippingpoint Labs, where he changed the way publishers think and how brands market their products. His most recent book, Brandscaping: Unleashing the Power of Partnerships, hit shelves in late 2012.