Wondery, a prominent podcast network, has pioneered the transformation of podcasts into multifaceted intellectual property. With over 240 podcasts, their innovative approach includes launching toys for family-friendly shows and planning immersive experiences for true-crime fans. Chief brand officer Nicole Blake advocates for a 'Hollywood-style approach' to storytelling and branding, aiming to create a seamless, continuous interaction with audiences. This strategy echoes successful franchises like Harry Potter, marking a new era for podcasting where audio-first content becomes versatile, engaging brands across various platforms and products.
"We've got this Hollywood-style approach to storytelling," says Nicole Blake, chief brand officer at Wondery, the network that perfected the podcast-to-streaming-series pipeline. Here, they apply media IP-building to podcasts.
"The holy grail is a 360-degree IP-something the fans are seeing at many touch points, all the time," Blake explains, emphasizing the importance of maintaining a constant relationship with audiences.
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