Sure, Dove captured everyone’s attention with its Evolution “viral” video, which, like a good old-fashioned expose, revealed the manipulation behind images of “beauty.” This trend of brands creating content for the web dates back to the short films that BMW commissioned in 2001 and 2002 (and I’m sure further back than that, depending on how you define the trend).

Now that every brand is jumping on the bandwagon to be a content creator to compete in the intensifying war over consumer attention, you have to wonder whether brands can really compete as content creators, lodged between traditional “professional” content creators and the newly empowered army of “users” generating content.

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