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« The Client's Survival Guide to Corporate Video Storytelling | Main | The Greatest Gift You Can Give Your Corporate Video Story »

Broken Corporate Videos: Bridging the Gap


How did the enormous potential of corporate videos get reduced to a commodity?

What happened to the magic of a corporate video strengthening a community and triggering conversations?

Unfortunately, far too many companies handle their video as a commodity. Just listen to the corporate language-it says it all:

  • "Can you make a video?"
  • "We need a DVD."
  • "Our sales force needs a video."

It doesn't have to be that way.

I explain why in my two-part conversation with Conversation Agent, Valeria Maltoni.

You can download our conversation, "*Ask(?)Away: Take Your Brand from Commodity to Community*" in an elegantly designed PDF and have the conversation in one handy place.

Better yet, share and spread the PDF with those who could benefit from our exchange.

A purposefully designed corporate video can stimulate conversations and get people to act.

I hope the "Ask(?)Away: Take Your Brand from Commodity to Community" conversation is a step in the right direction towards filling the gap between broken corporate videos and creating opportunities for videos that are personal, meaningful, dynamic and soulful.

Thank you, Valeria, for acknowledging the critical role videos play in corporate communications and for pushing the conversation into new arenas.

The Ask(?)Away exchange was a breath of fresh air. Clearly, there's plenty of room for fresh voices to extend the discussion even further.


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Reader Comments (2)


I won't be able to look at corporate videos the same way again -- that is good. Thank you so much for teaching me about documentaries that people actually want to watch.
July 31, 2007 | Unregistered CommenterValeria Maltoni
Thanks, Valeria. My dream is to ultimately teach, inspire and awaken people to the possibilities that exist within the corporate video framework. I hope I've done that with our conversation.

July 31, 2007 | Registered CommenterThomas Clifford

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