Low-budget brand campaigns must be original to succeed

01/21/2013 | Advertising Age (tiered subscription model)

Brands can build their name on a low budget using original content -- but only if they maintain the highest quality standards, writes Shane Snow. He points to examples such as BlogHer and Burberry that use social media creatively and cheaply. "The kind of content that will build a brand [...] is the kind of content consumers will want to share with each other," Snow concludes.

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