Why Do Brands Struggle To Create Original Content?

Reporter Giselle Abramovich asked attendees at the company’s latest Brand Summit to describe the biggest obstacles they face in the endless quest to create compelling content. Our favorite quote from senior associate brand manager Orion Brown of Capri Sun:

“The biggest challenge is creating both consumer-relevant and brand-building content. Some brands (namely, passion brands) lend well to this as they are already ubiquitous and are intimately integrated into the daily lives of consumers — so their hurdle to find touchpoints that feel natural and relevant to the consumer may be lower.