Video brings dramatic new depth to how brands can express themselves. As bandwidth gets wider and attention spans get shorter, a brand can move to the medium that appeals to the masses. The masses want videos. YouTube is the second most utilized search engine on the planet, and brands have created their own channels that function as well-curated playlists. Perfecting the art of the branded video takes more than pressing “record.” The best videos tell stories, embody a brand’s voice, engage customers, build communities, and unify a company–all in two minutes.