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The Brand Is Dead: Long Live the Brand
 

The Brand Is Dead: Long Live the Brand

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Until now, news consumers have looked to the identity and authority of brands to filter their news experiences. But today, as social filters separate news products from brands, stories increasingly ...

Until now, news consumers have looked to the identity and authority of brands to filter their news experiences. But today, as social filters separate news products from brands, stories increasingly exist on their own terms. What does that mean for journalism? How will websites change as a result?

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http://ona11.journalists.org 2492
http://www.hijodelmedio.com 319
http://storify.com 39
http://2105.tumblr.com 20
http://ugcnews.tumblr.com 14
http://copyeditor.tumblr.com 13
http://paper.li 9
http://theinkcompany.blogspot.com 8
http://www.twylah.com 6
http://safe.tumblr.com 4
http://www.clasesdeperiodismo.com 4
http://translate.googleusercontent.com 4
http://us-w1.rockmelt.com 2
http://twitter.com 2
http://tweetedtimes.com 1
http://www.journogeekery.com 1
https://twitter.com 1
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The Brand Is Dead: Long Live the Brand The Brand Is Dead: Long Live the Brand Presentation Transcript

  • THE BRAND DEAD. ISLONG LIVE THE BRAND.™
  • 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.
  • ARE
  • 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.
  • 1019 GAMMA-RAYS1018 X-RAYS10171016 ULTRAVIOLET1015 VISIBLE1014 INFRA-RED101310121011 MICROWAVES1010109108 RADIO, TV
  • n. The degree of importance, presence or fidelity a brand has in different contexts.
  • 1019 EVENT SPONSOR1018 IN THE PROGRAM1017 IN THE SWAG BAG10161015 CLEARLY BRANDED101410131012 CO-BRANDED10111010109 UNBRANDED108
  • ARE
  • You  wish  your  ads  were  this  pre0y.  MediaSite™Your local news source.NEWS ARTSPLASH SPORTZBUZZ YOURVOICES HOMESLICE GO!Real-Time NewsMemorial Garden dedicatedArtSplash YourVoicesSportzBuzz
  • 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 (oen 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!