창업가형 브랜드의 콘텐츠 커뮤니케이션 전략에 관한 사례연구

Abstract

In the age of SNS, where advertising avoidance is easy, one-sided advertising techniques that simply raise awareness no longer work, and only information worth "empathy" spreads. Based on this empathy, this study investigated cases of entrepreneurial brands that succeeded in consumer communication through branded content and analyzed the differences from existing branded content communication. O'Rolliday, Carmel Coffee, Matin Kim, and Aviemua were selected as examples of remarkable growth through entrepreneur-centered brand content, and the communication analysis model of branded content used the acquired communication model. It is noteworthy that the speaker of branded content, that is, the source of information, is the founder of the brand as a differentiated communication factor seen through the case of content communication of the entrepreneurial brand. This acts as a factor that generates the acquisition of brand entrepreneurs' content as "und media" from the perspective of a triple media strategy. Case analysis verified that content that uses brand insiders (founders or employees) as an information source as an effective content strategy to secure brand authenticity and reliability and establish relationships with consumers at a time when consumers tired of influencers' intended advertising content began to communicate with the market through new communication methods such as de-influencing.