Building Content To Compete With Beyoncé’s Latest In The Age Of The Consumer

Matt Simpson, Head of Consumer Goods at Cognizant, talks about the importance of content and storytelling at a time when consumers hold all the cards. A shopper in a store aisle can compare against online prices, read product reviews, and understand the provenance of goods and the background of the seller. The battle for attention goes even further. In a world of infinite touchpoints, as Pepsico’s CMO has said, brands are effectively competing against the latest Beyoncé song. Therefore, firms need to develop content that aligns with what they do, and their audience’s dreams and goals.