About this episode

Lawrence Longo discusses how brands are becoming their own media companies through original content creation.

In the era of the viral vertical video, there is a seemingly endless appetite for new content. And brands are getting in on original content trying by creating their own series for social media. In January, Gap Inc announced it was creating a new role, a chief entertainment officer, where Pam Kaufman will lead their “fashion-tainment” strategy. This year, David’s Bridal launched “Breaking Bridal,” a series documenting nontraditional weddings. And since September, New York-based Prince Street Pizza has been putting out episodes of “Delivering Happiness,” a YouTube series starring actor Nick Turturro. Lawrence Longo, the CEO of Prince Street Pizza and Irv’s Burgers, is the brainchild behind “Delivering Happiness,” having gotten his start as a film producer before getting into the restaurant industry. Prince Street Pizza is in the middle of expanding nationwide – new locations are opening soon in Nashville and Charleston – and the show is part of the company’s brand awareness strategy. This week, Longo joins senior reporter Gabriela Barkho and special projects editor Melissa Daniels on the Modern Retail Podcast. Longo breaks down his approach to storytelling and why he’s bullish on…

People in this episode

Hosts: Gabriela Barkho, Melissa Daniels

Guest: Lawrence Longo

Topics covered

• brand storytelling
• original content
• media strategy
• social media
• business growth
• entertainment in branding

Mentioned in this episode

Organizations: Gap Inc, David’s Bridal, Prince Street Pizza, Irv’s Burgers

Books & works: Delivering Happiness

Places: Nashville, Charleston

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