There’s a phrase that gets passed around a lot in brand and marketing circles these days. You’ve probably heard it. “Every brand is a media company.” It sounds smart and maybe partly true. But like most sweeping statements you see on the internet, it’s only half the story. Because while it’s never been easier to publish, post, and produce, the truth is, most brands are doing it badly. It might be beautiful. But beauty alone won’t land. The tone’s off and the formats feel forced. The thinking is shallow in execution. And somewhere along the line, we forgot that just creating content isn’t the win. Creating content that connects is. Let’s rewind for a second. Before ‘content engines’ were the buzzword of the moment and before brands were setting up sub-stacks and building internal ‘editorial desks,’ the best ones were already doing this. Not because they read a thread about media diversification. But because they understood how people actually consume content. They knew attention isn’t just about the algorithm and more about emotion. And more than anything else they knew their audience deserved something worth returning to.