Netflix has come full circle. As a content aggregator, it was imperative that we built a brand that was cohesive and meant something more than the individual pieces of content. With the switch to Netflix Originals, the company’s brand shifted to one defined by the content it created and how each audience connected to those properties. And rightly so. But in the days since, many more companies are creating high-quality content. Which means Netflix risks becoming one of many. In a sense, the idea of high-quality original content has become table stakes. So now Netflix is once again, seeking to build brand that is cohesive and means something more than the individual pieces of content. And rightly so. This ties in with my post yesterday about brands needing to build an emotion-based connection with consumers. Also, I would argue that the loading bar is nowhere near "the most controversial part of their UX." #brand #branding #brandmarketing #brandpositioning #Netflix #netflixoriginal #marketingandadvertising #marketing #hulu #disneyplus #appleTVplus #amazonprimevideo …see more