- Nike set up some sport programs, for example by allowing customers to measure their performances and to compare them to others.
- Special K proposes some materials (CDs mainly) in order to help its customers to lose weight.
- French retailer Castorama is proposing some tutorials to help people to use its construction materials in order to achieve their projects.
But brand content has not borned with the Internet. It has actually been existing for a long time. One of the most remarkable example of brand content is the Michelin Guide. The first Michelin Guide edition has been edited back in 1900.
At first, the Michelin guide was released as a marketing material dedicated to Michelin's customers while buying some tires. The guide encountered a large success as it was giving to the small population of car owners (about 3000 in France at this time) the ability to find precious information about hotels and restaurants.
The guide has experienced such success that in 1920 it stopped to be given for free, but was commercialized to be sold in book stores.
This story shows you how Michelin has been able to create marketing materials which was in phase with its positionning and set it up as an expert of car cruising.
And as a matter of fact, it shows how well it did as this marketing material became actually a great source of revenue thanks to its quality.