Subscription as Artistic Service: Autonomy On Demand at HBO and Netflix

Posted by Owen Matson, Ph.D. on April 3

Working with HBO was an opportunity to experience creative freedom and 'long-form development' that filmmakers didn't have a chance to do before the emergence of shows like The Sopranos.

 —Martin Scorsese            

Subscription Service and the Importance of Risk Taking

Martin Scorcese is not alone in his opinion that HBO offers an "opportunity to experience creative freedom."   References to creative freedom and idependence have become hallmarks of HBO's brand identity. Less aknowledged, however, is the business model that supports this freedom.  At its core, HBO's capacity to provide "an experience of creative freedom" reflects the autonomy of a subsrciption-based business model that enables independence from external commercial funding.  

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Topics: Content, advertising, Brand, B2B Marketing, Content Strategy

Heinz Turns to Mad Men’s Don Draper for Real Ad Campaign

Posted by Owen Matson, Ph.D. on March 14

Heinz turns to Mad Men’s Don Draper for Real Ad Campaign

Today’s conventional wisdom began as yesterday’s radical nonsense. Following an adman’s evolution from the dawn to the dusk of the revolutionary 60s, AMC’s Mad Men had a particular knack for documenting radical shifts in thought over time.  Attuned to the cultural transformations of the era, the show is also savvy to the transformations in marketing.  When it comes to branding, Don Draper, the series “mad” anti-hero, is a visionary—often well beyond the time of his clients, who frequently find his ideas nonsensical. 

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Topics: advertising, Brand, Thought Leadership, B2B Marketing, B2B Content

Locations as Brands: How Brand Stories Capture the Value of Place

Posted by Owen Matson, Ph.D. on August 17

From American Apparel and Vermont Cheddar to Swiss Chocolate, Places Shape the Meaning and Value of a Product’s Brand. Powerful Stories Capture the Full Scope of that Value.

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Topics: Creative, advertising, Brand, Thought Leadership, Marketing Theory

The Solution is on the Supply Side

Posted by admin on January 8

MarketScale lives at the intersection of content, strategy and technology.  The content we create is written for the B2B buyer journey – essential in driving new traffic, capturing more leads or generally fueling the decision making process.

And while advertising is not one of our domains, we must still respect the role of paid media in enabling the web, and it’s potential for fueling premium content.

However, as online advertising matures, now completely driven by technology, many of the core tenets of publishing are fading fast.

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Topics: advertising

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