“Why is every brand suddenly acting like a content company? From retailers doing podcasts to streamers pushing into fashion and games, it’s all starting to look the same. Is this the future?”
— VP, Brand Strategy, Global Retailer
Every brand is acting like a content company because content’s the cheapest way to hijack attention without paying the toll.
When everyone’s fighting for the same 6 hours of daily screen time, it stops mattering whether you’re a TV network, a jeans label, or a shampoo brand. You want to stay relevant? You need a reason to show up in someone’s feed, inbox, or idle scroll. That’s why retailers are chasing podcasts, streamers are dabbling in fashion and games, and beauty brands are pumping out docuseries. Everyone’s trying to build a habit, not just sell a product.
What you’re seeing isn’t always strategy. Sometimes it’s a symptom. A sign that companies are realizing distribution and product don’t guarantee visibility anymore. Cultural gravity does. And content’s become the most flexible way to stay in the mix, even if the execution doesn’t always land.
A lot of it misses. Branded podcasts with no listeners. Streamer merch no one wears. Collabs that feel more like marketing than culture. That’s what happens when brands chase content without understanding story. Most aren’t builders. They’re marketers playing dress-up.
There are exceptions. Disney pushing Princess into luxury is strategic. Netflix using vertical video and podcasts to drive daily opens is a smart way to build habit. Pam Kaufman at Gap is a bet on long-term cultural systems. But the key word is system. Not a stunt. Not a one-off. Something that compounds.
So yeah, the blurring of categories is real. But don’t confuse mimicry with momentum. Looking like a media company doesn’t mean you know how to operate like one.
Skip Says
Content will get you in the game, but execution decides whether you stick around.
If you’re serious about acting like a media company, stop outsourcing taste. Build internal editorial muscle.
Create formats people can come back to. Ship on a schedule. Know who you’re talking to and why they’d care.
Otherwise, you’re not building culture. You’re just making noise.
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