Everyone in The World Has Market Power
Words by Joshua Tjandra
Hell of a world, it was. Ages before, industries always tried to shove their products down our voices without giving any chance for us to complain (or even, at least, give a proper feedback). Today, the age has changed.

Today, the rests like Trump are too legitimate to apply for a presidential and even a group of terrorists owns a website. Yes, we’re still living in a hell of a world. But if this were indeed a hell, it might as well be a good one. Why is that? Because, in this kind of hell we get the chance to choose what kind of voice that we can express, thanks to the power of digital media and instant networking. It seems that, somewhere in between the past few years, each of us was suddenly bestowed with our very own superpower abilities. Now, everyone can fly (with a risk of falling into the Indian Ocean) with a single click. We can shout out “what’s on our mind” to half of a school’s population without even saying a single word. We can tell a hundred of people at once that we’d better eat a Snickers instead of a Kit-Kat (no endorsement intended) in a matter of seconds. And, the most important thing of them all, is that we can tweet “I want to kick your ass, #kimjongun!” without a bullet stuck in the middle of our blown brains.

Freedom. Power of expression. Collective influences. What a blessed generation we are living in. We are exactly what the 60s could only be dreaming of. That you already get the whole idea (although I believe you are still thinking that I am overstating about this power thingy), you must understand that in the modern flow of the economy, in the robust behaviour of the market, and in the everchanging face of culture, we are the responsible paty. Each of us is capable of influencing the whole community and, thus, transforming the way we perceive trends and industries.

The Times They Are A Changin’ "" "

No chocolate can deliver the message of God, but this chocolate can deliver you His preference. Chocolate bar copywriting done—or, at least, it would have been years ago. Now, people wouldn’t want to buy a thing just because they’re a thing, even if that’s a thing delivered directly from heaven. They will spend cash only if that thing could fill a role in their daily conversations and if they can use the products/services to relate to their personal experience.

Then people will share their personal experience through their social media & networking access to influence others. After that, customers will be brands’ payless salesmen/pitchmen. Be that you use rational advertising or emotional persuasion, audience’s experience is your final mark. Luckily, experience is much easier to tweak. Here’s where branded content prevails all over other kind of marketing efforts.


Why Can’t We Stop Overusing “Brand” in Every Term?

No, no, no. Branded content is not about the brand of a product. Branded content simply means that you gotta please your audiences purely by the content, because pleasing your audiences guarantees their experiences.

If you have previously read Unithree’s theories about how to do shit, forget about them. Here, only your intuitiveness applies. Advertisers, copywriters, creative directors, and whatever-you-name-your-job are altogether required to be entertainers and artists in creating branded content.

The quality of content is becoming more important and more relevant to the art of selling. With a whole lot of new media coming every few years (we’re not done with Instagram, yet we already have to make another account on this app called Snapchat), people will only pay attention to advertisers if the content is enjoyable through the nature of each native media. And that is why: branded content.