Precious metal brands

Precious metal brands choose branded content to enhance its emotional and symbolic value among consumers

Hamsini Shivakumar and Kanika Yadav, of Leapfrog Strategy Consulting, write that precious metals brands need branded content to create a larger narrative where the metal in question is mystified instead of particular products. Such a context helps in forging new meanings and inter-connections that traditional marketing/advertising cannot have access to due to logistical limitations