• by Bex Bartolo Wicks , Op-Ed Contributor, November 3, 2014

In a largely commoditized category, producing the best product is not enough to differentiate from the competition. Brands need to look at what they can authentically contribute to culture and how they can inspire their audience to build affinity. Few CPG brands are doing this well or being bold enough to do it.

Dr Pepper consistently sets the standard, not just with their content celebrating unique individuals but also their recent partnership with PopKey bringing entertaining animated GIFs to the iOS keyboard - bound to garner deep appeal with their teenage audience. Duracell's Trust Your Power is another stunning example, creating a human connection with not just sports fans but those who have found the power to overcome obstacles. And, of course, Red Bull, who have dedicated themselves to the concept of extreme living. In short, these brands are not just inspirational storytellers or content creators, they’re entertainers. And they're changing the reasons people buy.

A recent study by Render Positive found that to appeal to the ever-elusive Millennial and get them to follow you on social media, you not only have to reward them with competitions and freebies (57% sited this as most important) but 30% wanted entertaining media and 15% wanted fun conversation. Your target might not be Millennials but since they increasingly shape the way brands behave, they create a good standard for setting some best practice codes. 

Becoming an entertaining brand is tough. The content universe is crowded and gone are the days that one "viral video" or piece of content will take the Internet by storm. Success is becoming increasingly difficult. So should we be level-setting our goals and stop aiming for that elusive blockbuster? Is there a different way to do this?

Here are five entertainment codes: 

1. Create a lot of micro-content focused on one singular creative brand platform.

Choose your platform wisely. You don't need to live within the limits of your product service, instead identify the cultural interests through which you can authentically connect with your audience, then create value by providing a service. 

2. Avoid promotional messaging.

CPG is extremely competitive but promotional messaging or trying to out-do the competition is not entertaining. Build a powerful narrative. Be authentic and ensure your story connects the audience back to the brand.  

3. Make new friends.

Don't change who you are, instead broaden your social circle. Your story will only be believable if you stick to your archetype, but you can break out of the confines of your category by finding a compatible yet bold partner to add a new dimension to your brand.

4. Pay to invite people in.

Don't put on a show then forget to invite people to take part. Broadcast using targeted paid media, enlist the support of entertaining influencers (not your usual product recommendation bloggers) and build an ongoing program extending the story through participation. Participation will not only make the experience more memorable but it will also bring more people in through earned exposure. 

5. Use technology only where it adds real value.

Don't force technology, instead create the story first then seek to enhance the story via innovative technology. Oculus Rift may be the moment's shiny object, but gimmicks won’t help the cause. CPG brands can experiment with technology but ensure you apply the correct level of interactivity for your story and your audience.  

Bottom line, with today’s increasingly feed-based, pull rather than push-based content system, and when it’s so easy to turn away and press the skip button, can CPG brands can't afford to ignore their ability to be a valuable part of culture.