Il piano editoriale è morto. Chi ha ucciso il branding classico?

Organic reach is dead. Editorial planning has become rubbish. And brands are jumping on trends to gain visibility without investing media budgets. But there's a problem: if everyone copies the trend of the week, no one stands out. A brand that copies KitKat isn't standing out, it's becoming identical to KitKat. Michele and Alessandro explain when it makes sense to exploit a trend, when it's just a way to pay the social media manager a salary, and how to balance brand building and tactical content. Chapters: 00:00 Intro 01:05 The trend of brands talking about trends 02:00 Why the editorial plan has become rubbish 03:34 Classic branding vs. riding the algorithm 05:09 The Oreo case and real-time marketing 09:02 KPIs and objectives: the key to understanding the phenomenon 10:07 The bullshit job of the social media manager 11:21 The 80/20 rule for content 13:01 When it makes sense to exploit a trend (and when it doesn't) Morning Good is the Flatmates Originals podcast where Michele Pagani and Alessandro Mininno discuss current events and the most relevant facts about the Creator Economy. Flatmates links: Michele's newsletter: https://substack.com/@sourcedweekly Alessandro's newsletter: https://substack.com/@flatmates Website 👉 https://www.flatmatesagency.com/ Instagram 👉 / flatmatesagency LinkedIn 👉 /   / flat.  . TikTok 👉 / flatmatesagency 👉 Business proposals: [email protected] 👉 Want to work with us? Send your application to [email protected] #trend #brandmarketing #socialmediamarketing #creatoreconomy #contentmarketing #flatmates #morninggood