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b'\\u201cA brand is a set of promises. If you break that, you hurt the brand.\\u201d With a storied career in advertising including his current gig as co-founder and creative director of the Velocity Partners agency, Doug Kessler has spent his career helping brands create and communicate promises to their communities. This week, Doug stopped by the On Brand podcast for a chat about content, creative, and strategy.\\nAbout\\xa0Doug Kessler\\nDoug Kessler is co-founder and creative director of Velocity Partners, the London-based B2B content marketing agency \\u2014 and Content Marketing Institute Agency of the Year. Doug has written a lot about content marketing including the B2B Content Strategy Checklist, Insane Honesty in Content Marketing and Crap: Why the Biggest Threat to Content Marketing is Content Marketing.\\nEpisode Highlights\\nWe started the show with \\u2026 crap. Doug has spent a lot of time writing about crap. Or specifically, what we need to avoid creating as content marketers. As he notes, \\u201cthe biggest threat to content marketing is content marketing. Content makes too much sense to go anywhere.\\u201d\\nContent quantity vs. quality. So what about the million-dollar question, \\u2018how much content should you create?\\u2019 Doug\\u2019s answer: \\u201cDo as much as you can above a certain quality level. Every piece you put out can either help or hurt your brand.\\u201d What you really have to do is \\u2026\\nCreate a content brand. You have to be more than just a brand builder and a content creator. You have to develop a content brand. But it\\u2019s harder and harder to hit a home run.\\nHow can you produce a content marketing home run? As Doug notes, \\u201cthe first step is to aim for it.\\u201d This sounds obvious but so many of us fall prey to internal and external constraints that keep our content in the middle of the bell curve. That said, you still need to be strategic instead of following creative whims. \\u201cAt Ogilvy in the \\u201880s, we used to say, \\u2018you can always get attention from a gorilla in a jock strap.\\u2019\\u201d\\nB2B content isn\\u2019t necessarily harder. \\u201cIt\\u2019s different. Not all pieces have to do everything. There are heart pieces and there are head pieces. We need more content that celebrates the Simon Sinek \\u2018why.\\u2019\\u201d\\nWhat brand has made Doug smile recently? \\u201cA B2C example is Everlane for their radical transparency in their supply chain and their margins. Thank you! For B2B, I\\u2019d say GE.\\u201d Doug then reminded us of their Hammer ad (below).\\nTo learn more about Doug,\\xa0check out the Velocity Partners website and follow Doug on Twitter.\\nAs We Wrap \\u2026\\nBefore we go, I want to flip the microphone around to our community \\u2026\\nRecently Matt Reno gave us a shout on Twitter for our\\xa0episode featuring Brad Flowers. Specifically, Matt said he \\u201cpoured some bourbon, opened the sketchbook, and chilled while listening to an insightful branding podcast.\\u201d Thanks for listening, Matt!\\nDid you hear something you liked on this episode or another? Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nSubscribe to the podcast \\u2013 You can subscribe to the show via iTunes, Stitcher, and RSS.\\n\\n\\nRate and review the show \\u2013 If you like what you\\u2019re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.\\n\\n\\nRemember \\u2013 On Brand is brought to you by my new book \\u2014 Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\\xa0Order now at Amazon and check out\\xa0GetScrappyBook.com\\xa0for special offers and extras.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'