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	<title>Content Archives &#187; Brandforming</title>
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	<description>Head for the Heart</description>
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	<title>Content Archives &#187; Brandforming</title>
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		<title>Fiction vs non-fiction brands</title>
		<link>https://brandforming.com/2023/06/04/fiction-vs-non-fiction-brands/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Mon, 05 Jun 2023 00:55:13 +0000</pubDate>
				<category><![CDATA[authenticity]]></category>
		<category><![CDATA[beauty]]></category>
		<category><![CDATA[brand ideas]]></category>
		<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[brand value]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[cinematographer]]></category>
		<category><![CDATA[commercial content production]]></category>
		<category><![CDATA[commercials]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[culture]]></category>
		<category><![CDATA[Directing]]></category>
		<category><![CDATA[director]]></category>
		<category><![CDATA[director of photography]]></category>
		<category><![CDATA[emotion]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[insight]]></category>
		<category><![CDATA[photography]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[truth]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[ai]]></category>
		<category><![CDATA[Gen Z]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6319</guid>

					<description><![CDATA[The rise of Ai and its impact on image making has me rethinking what it means to create photographic work. It&#8217;s true that images have been easily manipulated since the earliest days of photography, but each day it gets tougher to tell the difference between fiction and non-fiction. It&#8217;s wonderful and discouraging at the same]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6319</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2023/06/androGMastrion.jpg?fit=1024%2C767&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Andros Island hammock image by GMastrion]]></media:description>
		</media:content>	</item>
		<item>
		<title>The loudness tactic by content makers is a fool’s game.</title>
		<link>https://brandforming.com/2023/04/23/the-loudness-tactic-by-content-makers-is-a-fools-game/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Sun, 23 Apr 2023 21:35:47 +0000</pubDate>
				<category><![CDATA[audio]]></category>
		<category><![CDATA[brand experience design]]></category>
		<category><![CDATA[brand value]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[emotion]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[the web]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[Web]]></category>
		<category><![CDATA[YouTube]]></category>
		<category><![CDATA[brand experience]]></category>
		<category><![CDATA[Content Creation]]></category>
		<category><![CDATA[user experience]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6233</guid>

					<description><![CDATA[In my personal quest to make YouTube more enjoyable, here’s a tip to all of you content creators out there. There is such a thing as acceptable audio levels. Even among those that seem to understand the principles, there are many content publishers that believe it is ok to blast their cheesy intro music. There]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6233</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2023/04/DALL%C2%B7E-2023-04-23-17.17.45-a-person-with-their-fingers-sticking-in-their-ears-with-a-painful-expression-on-their-face.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2023-04-23 17.17.45 &#8211; a person with their fingers sticking in their ears with a painful expression on their face]]></media:description>
		</media:content>	</item>
		<item>
		<title>User Experience Mindset</title>
		<link>https://brandforming.com/2023/03/15/user-experience-mindset/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Wed, 15 Mar 2023 20:20:42 +0000</pubDate>
				<category><![CDATA[brand experience design]]></category>
		<category><![CDATA[brand ideas]]></category>
		<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[customer journey]]></category>
		<category><![CDATA[Design]]></category>
		<category><![CDATA[design thinking]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[insight]]></category>
		<category><![CDATA[mindset]]></category>
		<category><![CDATA[user experience]]></category>
		<category><![CDATA[utilization]]></category>
		<category><![CDATA[consumer mindset]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6221</guid>

					<description><![CDATA[The most important context of user experience design is consumer mindset. Before we start pushing pixels around, we should be working hard to understand consumer wants and needs. Gathering insights into their emotional desires is critical to creating an experience, throughout the entire customer journey, that in both subtle and direct ways will reinforce your]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6221</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2023/03/Consuer-Mindset-DALL%C2%B7E-2023-03-15-16.05.04.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Consuer Mindset DALL·E 2023-03-15 16.05.04]]></media:description>
		</media:content>	</item>
		<item>
		<title>The ear is the avenue to the heart.   -Voltaire</title>
		<link>https://brandforming.com/2022/12/06/the-ear-is-the-avenue-to-the-heart-voltaire/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Tue, 06 Dec 2022 15:57:54 +0000</pubDate>
				<category><![CDATA[audio]]></category>
		<category><![CDATA[commercial content production]]></category>
		<category><![CDATA[commercials]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[director]]></category>
		<category><![CDATA[emotion]]></category>
		<category><![CDATA[media]]></category>
		<category><![CDATA[producer]]></category>
		<category><![CDATA[Production]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[ears]]></category>
		<category><![CDATA[engineering]]></category>
		<category><![CDATA[hearing]]></category>
		<category><![CDATA[mics]]></category>
		<category><![CDATA[recording]]></category>
		<category><![CDATA[sound]]></category>
		<category><![CDATA[sound design]]></category>
		<category><![CDATA[sound quality]]></category>
		<category><![CDATA[soundscape]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6083</guid>

					<description><![CDATA[Here’s a challenge; find two pieces of content on the web, one with good quality audio and a poor image and the other with good image and poor audio. Which one keeps you more engaged?  A recent study suggests that inferior quality audio reduces credibility of the content. You can read the findings here. If]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6083</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2023/02/DALL%C2%B7E-2023-02-04-17.41.35-two-human-ears-forming-a-red-heart.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2023-02-04 17.41.35 &#8211; two human ears forming a red heart]]></media:description>
		</media:content>	</item>
		<item>
		<title>Negative Impressions</title>
		<link>https://brandforming.com/2022/11/17/negative-impressions/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Thu, 17 Nov 2022 22:40:11 +0000</pubDate>
				<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[commercials]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[media]]></category>
		<category><![CDATA[media buying]]></category>
		<category><![CDATA[media planning]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[social media marketing]]></category>
		<category><![CDATA[TV commericals]]></category>
		<category><![CDATA[TV Spots]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[YouTube]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Broadcast]]></category>
		<category><![CDATA[HeadForTheHeart]]></category>
		<category><![CDATA[Media planning]]></category>
		<category><![CDATA[Netflix]]></category>
		<category><![CDATA[NetworkTV]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6077</guid>

					<description><![CDATA[Allow me to rant about YouTube for a few minutes.  I consume a lot of media via YouTube. I’m insatiably curious. I watch all kinds of media from all kinds of publishers from all over the world. Maybe you do too. YouTube is sort of like TV, but worse in its use of advertising. TV]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6077</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/11/DALL%C2%B7E-2022-11-17-17.20.33.jpg?fit=1024%2C1024&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-11-17 17.20.33]]></media:description>
		</media:content>	</item>
		<item>
		<title>Lighting First Aid</title>
		<link>https://brandforming.com/2022/11/13/lighting-first-aid/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Sun, 13 Nov 2022 23:50:31 +0000</pubDate>
				<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[cinematographer]]></category>
		<category><![CDATA[commercial content production]]></category>
		<category><![CDATA[commercials]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[director of photography]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[lighting]]></category>
		<category><![CDATA[photography]]></category>
		<category><![CDATA[producer]]></category>
		<category><![CDATA[Production]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[cinematic]]></category>
		<category><![CDATA[Commercial Production]]></category>
		<category><![CDATA[Content Creation]]></category>
		<category><![CDATA[head for the heart]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[Vocal Pictures]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6073</guid>

					<description><![CDATA[One of the challenges that comes with the democratization of camera technology is that anyone who can afford a video camera or smart phone can consider themselves filmmakers. “Do it yourself” starts to feel like an obligation because it seems so achievable.  Running around swinging a camera, pointing-it here, there, and everywhere without the benefit]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6073</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/11/DALL%C2%B7E-2022-11-13-18.42.08.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-11-13 18.42.08]]></media:description>
		</media:content>	</item>
		<item>
		<title>The Archetypes of Social Media</title>
		<link>https://brandforming.com/2022/11/01/the-archetypes-of-social-media/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Tue, 01 Nov 2022 20:37:57 +0000</pubDate>
				<category><![CDATA[brand ideas]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[clients]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[culture]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[insight]]></category>
		<category><![CDATA[media]]></category>
		<category><![CDATA[media planning]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[social media marketing]]></category>
		<category><![CDATA[Archetypes]]></category>
		<category><![CDATA[Brand strategy]]></category>
		<category><![CDATA[Brands]]></category>
		<category><![CDATA[content strategy]]></category>
		<category><![CDATA[Social Media Strategy]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6066</guid>

					<description><![CDATA[When I founded Brandforming, I began to work with archetypes and their application to brands. The idea of brand as archetype was not something new but I sought to bring something new to it. Combining the use of archetypes with primary and secondary market research, coupled with a client workshop, has proven powerful in the]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6066</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/11/Social-Archetypes.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Social media archetypes and their relationship to your brand]]></media:description>
		</media:content>	</item>
		<item>
		<title>A camera is a tool for editing</title>
		<link>https://brandforming.com/2022/10/25/a-camera-is-a-tool-for-editing/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Wed, 26 Oct 2022 00:51:29 +0000</pubDate>
				<category><![CDATA[cinematographer]]></category>
		<category><![CDATA[commercial content production]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[Design]]></category>
		<category><![CDATA[director]]></category>
		<category><![CDATA[director of photography]]></category>
		<category><![CDATA[editing]]></category>
		<category><![CDATA[emotion]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[photography]]></category>
		<category><![CDATA[producer]]></category>
		<category><![CDATA[Production]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[TV Spots]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[your story]]></category>
		<category><![CDATA[cinematography]]></category>
		<category><![CDATA[stroytelling]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6063</guid>

					<description><![CDATA[I love light in all its many variations. I’ve walked into walls studying light as it falls on some object or person. It’s an infatuation, an obsession and capturing light is at the root of my love for image making. Perhaps there is no more beautiful expression than light illuminating human emotion. A face, an]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6063</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/10/DALL%C2%B7E-2022-10-25-20.47.20-motion-picture-camera-lens-with-a-scene-of-a-persons-face-reflected-in-the-glass.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-10-25 20.47.20 &#8211; motion picture camera lens with a scene of a persons face reflected in the glass]]></media:description>
		</media:content>	</item>
		<item>
		<title>All media is exclusive media</title>
		<link>https://brandforming.com/2022/10/14/all-media-is-now-exclusive-media/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Fri, 14 Oct 2022 18:51:45 +0000</pubDate>
				<category><![CDATA[brand design]]></category>
		<category><![CDATA[brand experience design]]></category>
		<category><![CDATA[brand ideas]]></category>
		<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[brand value]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[business]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[culture]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[media]]></category>
		<category><![CDATA[media planning]]></category>
		<category><![CDATA[user experience]]></category>
		<category><![CDATA[creativity]]></category>
		<category><![CDATA[engagement]]></category>
		<category><![CDATA[Media planning]]></category>
		<category><![CDATA[Patagonia]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[storytelling]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6035</guid>

					<description><![CDATA[There was a time when almost all media was inclusive. The old analogue days of 13 TV Channels, rooftop antennae, a handful of news programing and perhaps a few dozen major newspapers and magazines. There were some specialized publications, and radio stations were somewhat local, but they were the exceptions. Media was broadly casted by]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6035</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/10/Patagonia-Pub-Photo-Guy-Mastrion.jpg?fit=1024%2C576&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Patagonia Pub Photo- Guy Mastrion]]></media:description>
		</media:content>	</item>
		<item>
		<title>Your lips are moving but I can’t hear what you are saying.</title>
		<link>https://brandforming.com/2022/09/27/your-lips-are-moving-but-i-cant-hear-what-you-are-saying/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Tue, 27 Sep 2022 14:54:31 +0000</pubDate>
				<category><![CDATA[audio]]></category>
		<category><![CDATA[cinematographer]]></category>
		<category><![CDATA[clients]]></category>
		<category><![CDATA[commercial content production]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[emotion]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[producer]]></category>
		<category><![CDATA[Production]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[your story]]></category>
		<category><![CDATA[camera]]></category>
		<category><![CDATA[Commercial Production]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[lighting]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=6000</guid>

					<description><![CDATA[In the world of corporate content creation, it often happens that the work is evenly lit, the sound is good, and the music is canned. It’s workman like but lacks dynamism. The work can feel like a forced march through a shot list vs delivering a story. When I see work like this it’s almost]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">6000</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/09/DALL%C2%B7E-2022-09-26-14.06.35-a-person-without-ears.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-09-26 14.06.35 &#8211; a person without ears]]></media:description>
		</media:content>	</item>
		<item>
		<title>Simplicity is recompense for years of effort.</title>
		<link>https://brandforming.com/2022/08/14/simplicity-is-recompense-for-years-of-effort/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Sun, 14 Aug 2022 17:15:05 +0000</pubDate>
				<category><![CDATA[art direction]]></category>
		<category><![CDATA[brand ideas]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[creative agency]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[Design]]></category>
		<category><![CDATA[director]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[ideation]]></category>
		<category><![CDATA[Production]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[Writer]]></category>
		<category><![CDATA[your story]]></category>
		<category><![CDATA[clarity]]></category>
		<category><![CDATA[communication]]></category>
		<category><![CDATA[simplicity]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=5914</guid>

					<description><![CDATA[The world will never be less chaotic than it is right now. That is so say, the complexity of life will continue to challenge us. In the presence of ever-expanding complexity, how do we get our story through the noise? How best to communicate our ideas? A singularity of vision with a concise understanding of]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">5914</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/08/DALL%C2%B7E-2022-08-14-13.07.22-monumental-greek-statue-of-an-eye-ball-in-a-square.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-08-14 13.07.22 &#8211; monumental greek statue of an eye ball in a square]]></media:description>
		</media:content>	</item>
		<item>
		<title>Truthiness can be tempting</title>
		<link>https://brandforming.com/2022/07/31/5897/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Sun, 31 Jul 2022 15:59:06 +0000</pubDate>
				<category><![CDATA[brand ideas]]></category>
		<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[brand value]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[cinematographer]]></category>
		<category><![CDATA[clients]]></category>
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		<category><![CDATA[creative agency]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[emotion]]></category>
		<category><![CDATA[Head For The Heart]]></category>
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		<category><![CDATA[producer]]></category>
		<category><![CDATA[Production]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[Strategist]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[truth]]></category>
		<category><![CDATA[user experience]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[Commercial Production]]></category>
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		<category><![CDATA[head for the heart]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=5897</guid>

					<description><![CDATA[When I put the camera on my shoulder and the brief is in my head, I’m looking for the truth. The deeper story, the stuff beyond mere words and pictures, the stuff that reaches the heart. Truth in performance; the essence of the idea to be communicated. The process starts again in editing, to polish]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">5897</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/07/Guy-Mastrion-scaled-e1665504648585.jpg?fit=1024%2C809&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Guy Mastrion]]></media:description>
		</media:content>	</item>
		<item>
		<title>Constraint, the mother of invention.</title>
		<link>https://brandforming.com/2022/07/18/constraint-the-mother-of-invention/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Mon, 18 Jul 2022 20:07:31 +0000</pubDate>
				<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[cinematographer]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[director]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[producer]]></category>
		<category><![CDATA[Production]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[audio]]></category>
		<category><![CDATA[constraint]]></category>
		<category><![CDATA[creativity]]></category>
		<category><![CDATA[editing]]></category>
		<category><![CDATA[innovation]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=5884</guid>

					<description><![CDATA[Constraint was a formidable ingredient in the creation of a film I made in college. The film was a visually driven story of my childhood haunts on Long Island including the beaches, boats, foggy harbors, and associated sounds. From rushing winds and crashing waves, to the song of the gulls and the rocking and creaking]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">5884</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2022/07/DALL%C2%B7E-2022-07-18-15.38.32-flying-bird-in-a-sky-made-of-chains.png?fit=1024%2C1024&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[DALL·E 2022-07-18 15.38.32 &#8211; flying bird in a sky made of chains]]></media:description>
		</media:content>	</item>
		<item>
		<title>Your brand story well told</title>
		<link>https://brandforming.com/2022/01/18/content-is-delegitimizing-advertising/</link>
					<comments>https://brandforming.com/2022/01/18/content-is-delegitimizing-advertising/#respond</comments>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Tue, 18 Jan 2022 23:46:53 +0000</pubDate>
				<category><![CDATA[agency life]]></category>
		<category><![CDATA[brand ideas]]></category>
		<category><![CDATA[Brandforming]]></category>
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		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[Talent]]></category>
		<category><![CDATA[TV commericals]]></category>
		<category><![CDATA[TV Spots]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[your story]]></category>
		<category><![CDATA[Commercial Production]]></category>
		<category><![CDATA[Content Creation]]></category>
		<category><![CDATA[Documentary]]></category>
		<category><![CDATA[Television]]></category>
		<category><![CDATA[Vocal Pictures]]></category>
		<category><![CDATA[Your Brand Story]]></category>
		<guid isPermaLink="false">https://brandforming.wpengine.com/?p=1692</guid>

					<description><![CDATA[Block, Light, Rehearse, Shoot. It’s happened before, technology democratizes an industry and craft suffers before it rises again. There is a rash of technique over substance. We need a conscious return to the craft of story in the creation and execution of brand ideas. The art of the story must be paramount to the art]]></description>
		
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		<post-id xmlns="com-wordpress:feed-additions:1">1692</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2018/05/Production-Still.jpg?fit=1000%2C563&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Commercial Production]]></media:description>
		</media:content>	</item>
		<item>
		<title>Killer Content</title>
		<link>https://brandforming.com/2018/07/26/killer-content/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Thu, 26 Jul 2018 16:05:56 +0000</pubDate>
				<category><![CDATA[Content]]></category>
		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[insight]]></category>
		<category><![CDATA[internet]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[social media marketing]]></category>
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		<category><![CDATA[Web]]></category>
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		<category><![CDATA[head for the heart]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=1742</guid>

					<description><![CDATA[Are you creating killer content? Is your content engine in overdrive? A boiling, overheated, over expressed machine. Are you choking the very channels from which you hope to win new customers and build deeper relationships? Not all content is created equal. And not every potential consumer touch-point warrants the presence of your brand. The buyer’s]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">1742</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2018/06/Killer-Content.jpg?fit=1024%2C733&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Killer Content]]></media:description>
		</media:content>	</item>
		<item>
		<title>Photojournalists are the original social media experts</title>
		<link>https://brandforming.com/2018/07/23/1814/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Tue, 24 Jul 2018 00:27:21 +0000</pubDate>
				<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[journalism]]></category>
		<category><![CDATA[photography]]></category>
		<category><![CDATA[photojournalism]]></category>
		<category><![CDATA[social media]]></category>
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		<category><![CDATA[Talent]]></category>
		<category><![CDATA[your story]]></category>
		<category><![CDATA[content]]></category>
		<category><![CDATA[head for the heart]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=1814</guid>

					<description><![CDATA[Long before social media, there were photojournalists whose work was shared across traditional media channels. The right instincts, in the right moment, resulted in an image that captured the imagination, documented an event and told a story. A single image seen across all media channels. In today’s parlance, we might say it went viral. A]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">1814</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2018/07/TwoJobs-1.jpg?fit=1024%2C1024&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Make the work. Promote the work.]]></media:description>
		</media:content>	</item>
		<item>
		<title>Using Blockchain to block fake news and protect your brand</title>
		<link>https://brandforming.com/2018/07/16/using-blockchain-to-block-fake-news-and-protect-your-brand/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Tue, 17 Jul 2018 01:28:19 +0000</pubDate>
				<category><![CDATA[blockchain]]></category>
		<category><![CDATA[brand integrity]]></category>
		<category><![CDATA[brand value]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[culture]]></category>
		<category><![CDATA[fake news]]></category>
		<category><![CDATA[journalism]]></category>
		<category><![CDATA[media]]></category>
		<category><![CDATA[media buying]]></category>
		<category><![CDATA[media planning]]></category>
		<category><![CDATA[social media]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=1806</guid>

					<description><![CDATA[Blockchain could save the media environment for brands. There has been much written about how blockchain might result in greater transparency in media buying and tracking. If it all works as conceived, it will also be a boon for content creators, enabling direct engagement with audiences and direct payment too. This has the potential to]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">1806</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2018/07/Fake-News.png?fit=365%2C359&ssl=1" type="image/png" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Blockchain and Fake News]]></media:description>
		</media:content>	</item>
		<item>
		<title>Where should we put the camera?</title>
		<link>https://brandforming.com/2018/07/09/where-should-we-put-the-camera/</link>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Mon, 09 Jul 2018 20:02:33 +0000</pubDate>
				<category><![CDATA[brand ideas]]></category>
		<category><![CDATA[Brandforming]]></category>
		<category><![CDATA[commercial content production]]></category>
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		<category><![CDATA[Creativity]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[Head For The Heart]]></category>
		<category><![CDATA[Production]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[vocal pictures]]></category>
		<category><![CDATA[your story]]></category>
		<category><![CDATA[brand idea]]></category>
		<category><![CDATA[Commercial Production]]></category>
		<category><![CDATA[HeadForTheHeart]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[Vocal Pictures]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=1790</guid>

					<description><![CDATA[When I first started working in the industry, I had a great experience, or I should say, set of experiences, that really enhanced my technical and artistic understanding of film and photography. Where to place the camera is one of the most important decisions we make in the effective telling of a story. When we]]></description>
		
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">1790</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2018/07/camera-close-up-macro-89118.jpg?fit=1024%2C678&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Where should we put the camera?]]></media:description>
		</media:content>	</item>
		<item>
		<title>Production, production, what’s your function?</title>
		<link>https://brandforming.com/2018/06/25/production-production-whats-your-function/</link>
					<comments>https://brandforming.com/2018/06/25/production-production-whats-your-function/#respond</comments>
		
		<dc:creator><![CDATA[Guy Mastrion]]></dc:creator>
		<pubDate>Mon, 25 Jun 2018 11:00:03 +0000</pubDate>
				<category><![CDATA[agency life]]></category>
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		<category><![CDATA[sales]]></category>
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		<category><![CDATA[business strategy]]></category>
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		<category><![CDATA[production]]></category>
		<category><![CDATA[results]]></category>
		<guid isPermaLink="false">https://brandforming.com/?p=1723</guid>

					<description><![CDATA[Clients hire us to produce results. The work is a means to an end and the ultimate result is measured in sales. Not awareness in and of itself, not leads, although these are steps along the path. Likes or clicks are not sales either. Actual hard-boiled sales make or break the careers of our clients.]]></description>
		
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		<post-id xmlns="com-wordpress:feed-additions:1">1723</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2018/06/Production-results.jpg?fit=1024%2C683&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[Production results]]></media:description>
		</media:content>	</item>
		<item>
		<title>The making of #MonvieveMoments</title>
		<link>https://brandforming.com/2017/02/08/the-making-of-monvievemoments/</link>
					<comments>https://brandforming.com/2017/02/08/the-making-of-monvievemoments/#respond</comments>
		
		<dc:creator><![CDATA[Flat Stanley]]></dc:creator>
		<pubDate>Wed, 08 Feb 2017 22:16:20 +0000</pubDate>
				<category><![CDATA[art direction]]></category>
		<category><![CDATA[beauty]]></category>
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		<category><![CDATA[italian design]]></category>
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		<guid isPermaLink="false">http://www.brandforming.wpengine.com/?p=1177</guid>

					<description><![CDATA[Luxury brands succeed by creating connections with their buyers through insights that leverage value against deep seated emotional needs. These emotional values last a lifetime because they are not driven by trends but rather by qualities inherent in the buyer. Understanding these connections is at the heart of branding. At one time, the bespoke nature]]></description>
		
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		<post-id xmlns="com-wordpress:feed-additions:1">1177</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2017/02/monvieve3.jpg?fit=1024%2C666&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[monvieve3]]></media:description>
		</media:content>	</item>
		<item>
		<title>Italian fashion and collaborating with Michelangelo</title>
		<link>https://brandforming.com/2016/05/15/high-fashion-collaboration-michelangelo/</link>
					<comments>https://brandforming.com/2016/05/15/high-fashion-collaboration-michelangelo/#comments</comments>
		
		<dc:creator><![CDATA[Flat Stanley]]></dc:creator>
		<pubDate>Sun, 15 May 2016 20:52:17 +0000</pubDate>
				<category><![CDATA[beauty]]></category>
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		<guid isPermaLink="false">http://brandforming.wpengine.com/?p=1056</guid>

					<description><![CDATA[In April Team Brandforming was on location in Florence Italy at the incredible Belmond, Villa San Michele, shooting our campaign for Monvieve. Monvieve is a haute couture Italian Fashion Brand. Monvieve designs and handcrafts bespoke bridal veils in Italy. Each veil is a unique work of art, as fine and beautiful as you can imagine.]]></description>
		
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			<slash:comments>2</slash:comments>
		
		
		<post-id xmlns="com-wordpress:feed-additions:1">1056</post-id>
		<media:content url="https://i0.wp.com/brandforming.com/wp-content/uploads/2016/05/MonvieveMoments.jpg?fit=1024%2C1024&ssl=1" type="image/jpeg" medium="image" width="100%" height="auto">
				<media:description type="plain"><![CDATA[#MonvieveMoments]]></media:description>
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