By this I mean that we look at ways in which we can interact with kids and gain their confidence in order that they will want to engage with us in their usage of the brand.

In today’s world, everything that touches the senses of a child can be perceived as media and is, therefore, a brand building opportunity. Why not appeal to all the senses by becoming part of the content that kids absorb in their everyday lives?

The base fact is that young viewers or readers are most likely to engage with what is in front of their eyes. They are adept in knowing what is programming or written articles and differentiating that from advertising, promotions and sponsorship. We should resist all calls that try to “overprotect” our kids from commercialism, as it is a fact that they are far more discerning, cynical and more likely to dismiss approaches from advertisers than are their parents. Kids are smart; they know their way around; they learn from each other. (Why else are they the ones helping us with the new technology, not the other way round?)

So, how do you become the content?

I would like to change this question and go back a stage. How do you achieve an active relationship with your target audience?

This is the fundamental question, the one from which we can establish the strategy and the one from which we can ultimately look at the communications solutions.

What is essential in the setting up of the strategy is that you are looking in the first instant to be subtle. This is not a “here’s my product, now go out and buy it” approach; it is long-term brand building.

Once the strategy is established, there are many ways of being seen as content. Here are a few tasters:

• PR. My opinion of this form of communication is low, but that is because of the arbitrary, non-accountable way in which it is usually delivered. When the strategy is bang on, PR is a strong tool. PR, produced well, can be seen as content and therefore can be considered believable in the eyes of the reader.
• The Internet. Review your sites, improve them, make them engaging; perhaps create a weblog or produce a site that has little directly to do with your product, but has loads of relevance to your targeted age group.
• Television. Television stations are multi-media outlets with magazines and websites. They are also full of highly creative people. You must get beyond the advertising spot and into the likes of sponsorship, promotions, involvement with station activities, etc.
• Publishing. Why not produce a magazine, book, CD-ROM, DVD or even just a pamphlet? Consider how it will be distributed.
• Programming/Films. Involvement in production, product placement, or sponsorship. It is possible to produce a short animated piece, or even just a single animated character, which you can then use to front your brand in all of your communications.
• Events. Create theatre, in-store, at-store, etc. The strategy will create the story; you can then build your brand around the event.
• Music. Essential when it comes to young people. How can you establish your brands’ credentials with music?
• Packaging and Brand Design. Bring the packaging and brand elements to life and let them lead your brand’s strategy.

In that vein it should be apparent that each step in the brand’s exposure to its consumer must be considered according to how it fits in with its environment. It is this environment that we should consider as content. With due consideration, using the opportunity that this affords will reap rewards both in terms of exposure and in regard to your brands’ consumer relationships.

Content is king; long live the king!