Branding and Social Media
The document discusses the evolution of social media and its impact on branding. It notes that social networks were originally about people, not brands, and focused on dialogue, entertainment, and sociability rather than business or news. It suggests that social media have made brands less significant. However, the document defines branding as generating cultural relevance to a brand by connecting to the zeitgeist, or spirit of the time. It proposes that brands can sustain cultural relevance by playing off intriguing issues dominating media discourse or inverting marginal ideologies in a risky way. The document encourages brands not to mimic themselves and to avoid generic trends, instead stimulating creativity by addressing pain points or impossible problems.
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Branding and Social Media
- 1. Branding & Social Media Ana Brambilla, October/2018 anabrambilla@gmail.com
- 3. The origin Online Communities and Relationship Platforms became Social Networks 1st : PEOPLE … than brands! DIALOGUE, not speech ENTERTAINMENT, not business neither news
- 5. Sociability Have Fun Empowerment Self-celebrity Speech Power To Make Justice Freedom! Belonging Free Culture Death Denial Bestiality
- 8. “... Social Media seem to have made brands less significant.”
- 9. But… what is “branding”? Branding is a set of techniques designed to generate cultural relevance to a brand. So… it’s always connected to the ZEITGEIST!
- 10. And what about CREATING a zeitgeist? ;-) CROWDCULTURE
- 11. CROWDCULTURE?
- 13. Limited Media Industry (ONE-WAY FLOW) FEW OPTIONS = LESS COMPETITION = LOW QUALITY
- 14. CROWDCULTURE Social Media Communities of Interest Collaboration Subcultures Social Cement PERSONAL Art Worlds Without intermediaries
- 16. Bert is Evil
- 17. “The problem companies face is structural, not creative.” (Douglas Holt)
- 18. Cultural Branding Map the cultural orthodoxy Invert marginal ideologies A brand can sustain its cultural relevance by playing off particularly intriguing issues that dominate the media discourse related to an ideology. --- AND TAKE THE RISK!
- 19. ATTENTION ISSUES! Don’t try to mimic yourself. Innovation is just innovative in the 1st time! Hundreds of brands are connected to the same generic list of trends. It doesn’t run!
- 20. Shall we try?
- 21. First, an exercise to stimulate your creativity... Do a free draw starting with the lines on the sheet.
- 22. What makes life stressful (pain points)? If I could, I... What seems impossible nowadays? The world would be happier if...