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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 exist on their own terms. What does that mean for journalism? How will websites change as a result?

The Brand Is Dead: Long Live the Brand

  1. THE BRAND DEAD. IS LONG LIVE THE BRAND.™
  2. A a
  3. http://www.flickr.com/photos/wfryer/3241454187/sizes/z/in/photostream/
  4. public domain images courtesy of Library of Congress
  5. public domain images courtesy of Library of Congress
  6. w ♥
  7. w ♥ 
  8. public domain images courtesy of Library of Congress
  9. Piggly Wiggly photo: http://j.mp/ow7L3E| Newsstand photo: LOC.gov
  10. 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.
  11. ARE
  12. http://www.youtube.com/watch?v=yXTJhVBqWOM&feature=related
  13. n. A brand that genuinely represents a fan constituency, providing a foundation for a community to rally around.
  14. n. The ideal brand of the modern age – dynamic, flexible, spontaneous, adopted and spread by fans.
  15. http://j.mp/ow7L3E
  16. n. The chaotic universe in which media objects strive to become vectors of human connection.
  17. 1019 GAMMA-RAYS 1018 X-RAYS 1017 1016 ULTRAVIOLET 1015 VISIBLE 1014 INFRA-RED 1013 1012 1011 MICROWAVES 1010 109 108 RADIO, TV
  18. n. The degree of importance, presence or fidelity a brand has in different contexts.
  19. 1019 EVENT SPONSOR 1018 IN THE PROGRAM 1017 IN THE SWAG BAG 1016 1015 CLEARLY BRANDED 1014 1013 1012 CO-BRANDED 1011 1010 109 UNBRANDED 108
  20. ARE
  21. You  wish  your  ads  were  this  pre0y.   MediaSite™ Your local news source. NEWS ARTSPLASH SPORTZBUZZ YOURVOICES HOMESLICE GO! Real-Time News Memorial Garden dedicated ArtSplash YourVoices SportzBuzz
  22. n. A media experience purporting to offer content and storytelling, but in reality obsessed primarily with how a media entity thinks of itself.
  23. Screenshot from archive.org
  24. n. A collection of brands of various shapes and sizes that represent the many (oen overlapping) fan constituencies an organization serves.
  25. v. The act of perfunctorily occupying “real estate” in different media environments because you think your brand “needs to be there.”
  26. 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.”
  27. w ♥ 
  28. w ♥
  29. a Netflix company!
  30. a Netflix company!
  • afvh

    Oct. 8, 2012
  • dalecressman

    Sep. 27, 2011
  • JuanVarela

    Sep. 27, 2011
  • kimbui

    Sep. 27, 2011
  • jinhuang

    Sep. 26, 2011
  • baixador

    Sep. 25, 2011
  • hermida

    Sep. 25, 2011
  • rajeshlal

    Sep. 24, 2011
  • greglinch

    Sep. 24, 2011
  • silverboat

    Sep. 24, 2011

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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