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Twisted Toast Digital (Pty) Ltd

The Culture of Content

When a brand embarks on a content strategy, it follows a path that impacts directly on brand and organisational culture. If real time continuous brand content marketing is to be successful, it will touch all aspects of a brand and become ingrained in everything the brand does.

One of the best examples of how brands benefit from a content revolution is Burberry. When Angela Ahrendts took over as CEO about five years ago, she embarked on a Burberry content strategy that transformed this iconic, but somewhat stodgy British fashion brand into a modern brand marvel.

At the World Retail Congress in Berlin in October 2010 Ahrendts explained: “We are creating more compelling content, in house, in more sophisticated ways than ever before. All of this is key to the business. The content connects everything we do: brand, culture, consumer”.

In addition, Burberry chief creative officer Christopher Bailey says: “We are now as much a media-content company as we are a design company, because it’s all part of the overall experience”.

This is an important cultural shifts as it relates directly to the notion that all brands are content brands. All brand have inherent content value and it’s up to brand owners to recognise and execute on brand content creation opportunities.

In addition to its own content dissemination platforms, such as HD 3D video displays in all retail stores, in Burberry’s case the brand has been spectacularly successful in attracting over seven million Facebook Likes in less than four years, mainly through brand content methodology.

Burberry’s innovative web site Art of the Trench is also worth a visit to see how brand content can be completely embraced by a brand.

It’s important, however, to note that brand content strategy and social media execution is not the same thing. Social media is one content channel that a brand can use as part of a greater content mix, including various print and video platforms.
Quadpro CID

Quadpro Power Solutions CID

Quadpro Power Solutions, a newly-created power engineering firm approached Twisted Toast for a corporate identity. This is the result!
TTD Socials

Twisted Toast is three!

Twisted Toast celebrated our three-month birthday by braaing a sheep, inviting our friends and clients over and having a great time. Check out the gallery on Facebook (and Like us while you're there!)
Kim Browne, CEO

Musings from Kim, our CEO

July always seems to drag, but not at Twisted Toast! We’ve been too busy to add any new clients to our list, so we remain at five, with some hot prospects. The month kicked off with our first location video shoot for Chartered Wealth Solutions, the result of which is 14 three-minute HD brand content web videos.

In week two we received an invitation to pick up our very first tender brief. We had two working days to submit everything. What a ride we had! But we got all the paperwork together and now we wait...

We celebrated our three-month anniversary two weeks late with a winter braai, which saw some old and new friends enjoying good food and excellent company at the newly installed Twisted Toast Cafe bar.

Week three, we went large! A significant highlight includes the launch of the new Make a Million 7 campaign and the recording of our first radio commercials in English and Afrikaans. We visited new client GFP Machines in the Joburg South and also met with an old friend at one of the biggest ad agencies in town, who asked us to present at an upcoming senior management conference.

There was also a significant pitch to an multinational client, which resulted in a follow up meeting in week four.

We’re now busy adding the final touches to the new Chartered Wealth Solutions and Retire Successfully websites. The Make a Million campaign is off to a great start and we’re pitching on new business whenever we can.

Read Kim's full musings here.
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