This document discusses culture, commerce, and creativity. It defines prosumers as digital producers and educators who are involved in cultural production. It provides a brief history of branding, noting that future successful products will be presented as concepts and lifestyles rather than just commodities. It asks the reader questions about their closest brand relationships, interests, and future goals to understand how they define themselves.

1. Culture, Commerce & Creativity
Part 1

2. Uncovering the hidden layers to help
you navigate more effectively

3. Prosumers

4. Who am I ?

8. digital producer

9. digital educator & business developer

10. Who are you ?
What brands do you have the
closest relationship with ?
What do you like doing most ?
What do want to do you after school ?
What defines you ?

11. A Brief History of Branding

12. The products that will flourish in
the future will be the ones
presented not as ‘commodities’ but
as concepts: the brand as
experience, as lifestyle
-Naomi Klein, No Logo

13. A Brief History of Branding

14. The Shoe Dilemma

15. What else ?

16. What is culture ?

17. Culture is the characteristics and
beliefs of a particular group of
people
the sum total of ways of living built
up by a group of human beings and
transmitted from one generation to
another

18. How is culture learned, shared
created ?

23. The Business Behind the Brands

28. Designer
Model
Buyer
Photographer
Visual Merchandiser
Retail Worker
Store Owner
Online Store Owner
Maker

30. Producer
Writer
Videographer
Broadcaster Designer
Talent
Production Coordinator
Director
Distributor
Sales Agent

32. Copywriter
Art Director
Strategist
Media Buyer
Media Planner
Creative Director
Designer
Photographer
Digital Marketer

33. Putting the Consumer in Prosumer

37. What do YOU think ?
Is this accurate ?

38. What brands do you resonate with
and why ?
Do you see yourself involved in
cultural production ? How ?