The gap between brands, publishers and creators is narrowing fast. People scroll through TikTok or YouTube without stopping to work out who sits behind the content. They only care whether it holds their attention. 

That places brands in the same ring as everyone else, competing for the same seconds of focus in a world overloaded with short form video, rapid cultural shifts and endless choice.

The sheer volume of content has changed the rules. With audiences choosing on instinct rather than loyalty, a traditional campaign mindset no longer carries as far as it once did. 

Value is the real differentiator

Humour, education, community or entertainment, it all comes back to making something people genuinely want to spend time with. That is why brands now face the same pressure publishers and creators have lived with for years, and why the bar for relevance keeps climbing in every category and every channel.

Why brands are still hesitating

Many brands hesitate because they are unsure where to begin. Defining a voice, understanding what a community looks like or working out how reactive they can be often feels overwhelming. It requires a shift from tidy planning cycles to a more flexible rhythm that responds to culture rather than simply commenting on it. That adjustment can be uncomfortable, especially for teams built around fixed calendars and fixed campaign milestones.

There is also a tendency to rely too heavily on reach that is not owned. Influencer partnerships and traditional channels are essential parts of the mix because creators bring authenticity, audience understanding and cultural credibility. However, brands also need their own engines that build long term familiarity. Social attribution is not perfect, which can make sustained investment feel harder to defend, but audiences have already made their preference clear. They return to brand content that feels entertaining, consistent and familiar, not one off bursts that disappear from view.

Red Bull illustrates the upside, its media ecosystem now spans sport, events and global franchises, shaping the business far beyond energy drinks. A publishing mindset created new revenue lines, cultural influence and lasting loyalty in a way traditional advertising alone could not.

What happens when brands think like publishers

A publisher mindset lifts brands out of the cycle of short bursts of activity. Campaign peaks still matter, but they sit on top of a steady rhythm that keeps audiences close even when nothing big is launching. This is where content pillars and recognisable formats become useful. They create familiarity without becoming restrictive, and they give teams a clear sense of what belongs on their channels.

Working with agencies on a social framework helps brands behave more like broadcasters who understand their audience. That shift matters now that culture moves quickly and audiences decide instantly what to watch next. Communities form when a brand shows up consistently and with personality. They return because the relationship feels ongoing rather than transactional. 

Campaigns deliver reach. Communities deliver retention.

IP is where real loyalty forms

Original IP gives audiences a reason to come back. It creates expectation and a sense of belonging. That is why publisher style franchises are becoming central to brand marketing. People choose to follow formats they enjoy, and they stay connected longer than they would with a one-off burst of advertising.

Podcasting shows how powerful this can be. Edison Research’s UK Podcast Consumer 2025 report found that 51% of UK adults listened to a podcast monthly and a third listened weekly, showing just how mainstream long form audio has become. 

That level of regular listening gives brands a real opportunity to build loyal, returning audiences when they create IP that feels entertaining rather than promotional. It is a clear signal that audiences are willing to spend meaningful time with brand-owned content when the format earns their attention.

IP does not need to be a show. Waitrose Dish is a clear example of simple, repeatable IP becoming a franchise in its own right. What began as a straightforward format has evolved into something audiences actively return to. It gives the brand a predictable rhythm that maintains cultural presence without relying on campaign cycles.

Ongoing ownership outperforms episodic marketing because it builds memory, consistency and a world audiences recognise. Influencers play a vital role here too. Creators carry these IP worlds into their own narratives, adding cultural depth and widening reach in a way publishers and brands cannot achieve alone.

Where the industry goes if brands fully commit

If more brands behaved like publishers, the industry would shift from disposable bursts of activity to content ecosystems built to last. Communities would shape product ideas. IP would stretch across channels. Business models would evolve as content becomes a source of value rather than only a cost, and brands would rely less on influencers because their own channels would finally hold weight.

Attention is harder to earn and audiences are more selective. Brands that think like publishers are not just reacting to the moment. They are building something people actively want to return to, which is becoming the clearest route to long term relevance.