"Edge Is a Brand, Not a Vendor," Says Roberto Kim

Roberto Kim, CEO of EDGE Productions, spoke with Bruno Gimenes on Marketing - The Podcast about the company's positioning strategy in the audiovisual market. Kim argues that content production companies must move beyond the traditional service provider model to build a strong, recognizable brand in the sector.

The full podcast episode also covers topics such as automating creative operations and leveraging technology, while the video above outlines the production company's vision to establish itself as an industry benchmark. For Kim, this mission involves a clear generational focus: "We are an audiovisual production company focused on younger generations—our purpose and audience are centered on these demographics. We are building the first audiovisual production house that operates as a brand, and we aim to be a national and international benchmark for new generations in the audiovisual market."

When analyzing the industry, Kim points out that many operations limit themselves to acting as technical video vendors. "We aren't just a product or a service; we represent a banner, a movement," Kim says. He emphasizes that this mindset drives the company's business model: "Our biggest success has been positioning ourselves this way in this market—as a brand, not just a service provider. I think that's where many people's dreams die, thinking, 'Oh, I'm just a vendor.' When people ask me what Edge is, I tell them that Edge is a brand, and it will be one of the biggest brands in the audiovisual space."

Bruno notes that the sector frequently commoditizes its services instead of adopting a strategic role for clients. By directing its narrative toward creators, influencers, and videographers, the production company aims to build direct affinity and sustainable relevance across the content ecosystem.