the brand is dead: long live the brand

THE BRAND DEAD.

LONG LIVE BRAND.™ THE

IS

a

A

http://www.flickr.com/photos/wfryer/3241454187/sizes/z/in/photostream/

public domain images courtesy of Library of Congress

public domain images courtesy of Library of Congress

♥ w

♥ w

public domain images courtesy of Library of Congress

Piggly Wiggly photo: http://j.mp/ow7L3E| Newsstand photo: LOC.gov

a. A holdover attitude from the Fast-Moving Consumer Goods era, contending that brands function primarily to distinguish like products from each other on shelves.

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http://www.youtube.com/watch?v=yXTJhVBqWOM&feature=related

n. A brand that genuinely represents a fan constituency, providing a foundation for a community to rally around.

n. The ideal brand of the modern age – dynamic, flexible, spontaneous, adopted and spread by fans.

http://j.mp/ow7L3E

n. The chaotic universe in which media objects strive to become vectors of human connection.

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X-RAYS

ULTRAVIOLET

VISIBLE

INFRA-RED

MICROWAVES

RADIO, TV

n. The degree of importance, presence or fidelity a brand has in different contexts.

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IN THE PROGRAM

IN THE SWAG BAG

CLEARLY BRANDED

CO-BRANDED

UNBRANDED

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n. A media experience purporting to offer content and storytelling, but in reality obsessed primarily with how a media entity thinks of itself.

Screenshot from archive.org

n. A collection of brands of various shapes and sizes that represent the many (oen overlapping) fan constituencies an organization serves.

v. The act of perfunctorily occupying “real estate” in different media environments because you think your brand “needs to be there.”

n. The community of fans that loves your work, follows you, might support your Kickstarter project, and decidedly does not think of you as “a brand.”

♥ w

♥ w

a Netflix company!

a Netflix company!