The Brand Is Dead: Long Live the Brand
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The document discusses the changing nature of brands in the modern media landscape. It argues that brands are no longer simply ways to differentiate similar products, but have taken on new meanings and roles. Effective modern brands authentically engage communities of fans and represent constituencies in a dynamic, flexible way.
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The Brand Is Dead: Long Live the Brand
- 1. THE BRAND DEAD. IS LONG LIVE THE BRAND.™
- 4. A a
- 7. public domain images courtesy of Library of Congress
- 8. public domain images courtesy of Library of Congress
- 9. w ♥
- 10. w ♥
- 11. public domain images courtesy of Library of Congress
- 13. Piggly Wiggly photo: http://j.mp/ow7L3E| Newsstand photo: LOC.gov
- 17. 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.
- 18. ARE
- 26. n. A brand that genuinely represents a fan constituency, providing a foundation for a community to rally around.
- 33. n. The ideal brand of the modern age – dynamic, flexible, spontaneous, adopted and spread by fans.
- 38. n. The chaotic universe in which media objects strive to become vectors of human connection.
- 41. 1019 GAMMA-RAYS 1018 X-RAYS 1017 1016 ULTRAVIOLET 1015 VISIBLE 1014 INFRA-RED 1013 1012 1011 MICROWAVES 1010 109 108 RADIO, TV
- 43. n. The degree of importance, presence or fidelity a brand has in different contexts.
- 44. 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
- 45. ARE
- 46. 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
- 48. n. A media experience purporting to offer content and storytelling, but in reality obsessed primarily with how a media entity thinks of itself.
- 66. n. A collection of brands of various shapes and sizes that represent the many (oen overlapping) fan constituencies an organization serves.
- 72. v. The act of perfunctorily occupying “real estate” in different media environments because you think your brand “needs to be there.”
- 86. 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.”
- 87. w ♥
- 88. w ♥