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How an in-house creative team can develop videos that hit the mark (without breaking the budget)

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Demand for video content has never been higher. Creating marketing videos that are both authentic and tell the intended story can be challenging, expensive and time-consuming. This paper describes how refining the video creation process can help an in-house creative team develop videos that hit the mark — without breaking the budget.

Keywords: branding; in-house creative; in-house marketing; video content; video production

Document Type: Research Article

Publication date: January 1, 2019

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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