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How Cool Brands Stay Hot: Aim for Love, Not Likes

Love is an unconditional emotion while like is a more watered-down version of love.
Loving someone means that he or she means everything to you while liking someone implies that you are only happy being with that person.
Love involves deeper, stronger emotions, while like is more of a tender feeling towards that special someone.
In a world of infinite choices, love is everything. Like is a nice to have. 
Today, we live in a world of abundance, where people intent to create content surpass their time to consume it. Video content is much easier and cheaper to produce than at any other time in history.
YouTube sees 400 hours of video uploaded every minute. Facebook has more than 250,000 status updates in the same span. We could never read and see everything online. 
With unlimited possibilities and limited time, we pay sustainable attention to what we love and divided attention to what we like.
We spend hours watching Homeland and give our divided attention to our news feed on Facebook.
For content producers, this means that a series that 80% of people like is likely to be less valuable than one 30% people love (illustratively speaking) to quote Amazon Studios Head Roy Price.
Social platforms are turning to algorithms to push content that we love and keep us on the platform as much as possible. 
Brands are moving into the world of storytelling creating long-form content. 30 seconds just isn’t enough anymore. 
Short form content is rarely subtle; it can’t afford to be. Whether it is a 30-second TV spot, 250 words of sales prose or a six-second Vine, at some point a comparatively significant proportion of that content is going to be dedicated to trying to “sell” whatever it is that the brand is seeking to sell. 
Long-form content can afford to take audiences on the scenic route, bringing them along for the ride and leaving them feeling like that haven’t been exposed to a branded message at all. 
Brands that grew up in times of scarcity, for the most part, are having a hard time adapting to this new reality.
They are not good at getting picked and producing immersive content. Brands used to pay their way through with Ads in a controlled environment. And they only developed shallow content in the form of TV spots. 
Brands that have mutated to the age of abundance behave more like "long-form" content producers. They produce original stories that people love, not just like. Immersive stories create deeper and stronger emotions with their customers. 
To bring the point home, let's look at a few of examples.
This remarkable piece of custom content profiles a typical day in the life of the world's most-decorated Olympian in history, Michael Phelps. The stunning low-light visuals and top-notch writing about Phelp's daily routine make this piece a must-see.
In partnership with The Weather Channel, Chicago-based brewery Goose Island tells the story of one of the beer's most important ingredients: the hop.
The Lego Movies
Lego has historically been very effective at brand storytelling, culminating in the release of The Lego Movies in 2014, which became a critical hit and an immense financial success, turning a $60 million budget into nearly $470 million in box office take worldwide. Now, we have the Lego Batman movie. 
Hence, the days of being timid with content are long gone. Brands can no longer pay their way with ads and average content. They need to aim for love, not likes. They have to go deep, not shallow. They must enchant, not sell. They need to get picked.


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