There’s a number fashion brands creating compelling content like Net-a-Porter’s Porter Magazine recommended by Tiffanie Darke at News UK. Vince Medeiros at hipster publishers TCOLondon, also rates Jigsaw’s Style & Truth magazine:
The jigsaw shows a brand adopting all the conventions of an indie magazine, something independent, original, authentic and creative.
I am sure there are many more examples like this, but what I found more interesting was the Patagonia books published by Penguin that Vince also recommended. He’s also studying for a PhD on branded content and he had the following to say about Patagonia’s books:
It’s all about attaching your brand to something bigger, making your brand resonate through a value system that transcends the transactional nature of advertising and product consumption.
Let My People Go Surfing[youtube video=https://www.youtube.com/watch?v=FR70SQKSM5U