A brand has a purpose. It is the reason for which it exists. It is the reason why people buy it. Content is an opportunity to establish the relevance of the  brand and articulate brand purpose. Here some feel that an opportunity to sell is sacrificed but it is sacrificed to tell people about the brand. A company has to build the affinity with the brand. This connect helps. The story telling is a connection tool that has been used by people over a long time.

Content talks to all, and not just consumers. People participate in a brands journey. Consumers simply have a transactional relationship with the brand. Content provides an opportunity for conversation and participation.

Content facilitates the brand to play to its potential.