There’s nothing more powerful than the truth. This is the principle Chuck Kent, director of brand content for Chicago-based B2B branding firm Avenue and contributing editor for Branding Magazine’s Branding Roundtable, has built his career on.
At the heart of effective marketing and branding is the ability to tell stories – and what better way to arrive at a company’s “simple brand truth,” as Chuck calls it, than through honest and meaningful discussion?
In an era where content is king, interviews are one of the most easily utilized tools marketers have to allow great brand stories to tell themselves.
A copywriter turned creative director at BBDO, now a brand strategist and industry journalist, Chuck understands this better than almost anyone. Whether he’s crafting compelling content for his clients, which include household names such as Motorola and Wrigley, or facilitating dynamic and informative conversations for the Branding Roundtable, Chuck relies on the tried-and-true technique of asking questions to solicit meaty, meaningful insights.
Here, Chuck explains why interviews are such a versatile tool for companies to generate practical content – and perhaps more importantly, gain an understanding of not only their consumers, but ultimately themselves.