Brand Precession (Reverse productplacement) : branding in fictional and virtual environment Dr. Laurent Muzellec Dr. Theo Lynn
Is it what is in our head?Is it computer-synthesized?
Brand Content & Emotional Branding• Content produced by a brand" that is not directly linked to the brand product or service. Therefore it cant be just a promotional message produced by a brand. But it can involve a lot of "types of content". Brand Co n tent Proj ect: http: //www.no wness.co m
what is a brand? “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors” “nothing more than the sum of all the mentalBrown, 1992 connections people have around it” “asset of the firm” which derives revenue for its ownerSchlossberg, 1990 ”
brands vs brand potentialbrand potential is not brand reality
Are all virtual brands protobrands? Aimee Weber 1. A Name, logo and symbol 2. Mental images (=associated with cool virtual design) 3. First Avatar legally protected (registered trademark as of 2008) 4. Generates revenue for owner - Alyssa LaRoche See: www.aimeeweber.com
Q: How can you capitalise on consumer’s emotional attachment? A. Create a HyperReal BrandBrand Precession: determining protobrand potential:• Can the brand aura be fomented entirely in the virtual prior to tangibilization or productization in the real physical world?• Can the brand sufficiently capture the imagination and emotional attachment of real consumers in the real physical world?
Protobrands: a commercial opportunity toThe Rebranding of 7-eleven exploit or… Reverse Product Placement (Hosea, 2006)
…threat to mitigate• Registered Trademark by Rodrigo Contreras in Mexico in 2008• Haacht produce and and successfully markets a real beer with a real taste