The Brand Is Dead. Long Live the Brand.

Conventional notions of branding are holding companies back, media companies especially. This presentation is about bringing a torch to conventional branding, reimagining it for an era where brands are user-powered. (Created with Megan Garber of the Nieman Journalism Lab.)

Transcript

1. THE BRAND DEAD. LONG LIVE BRAND.™ THE IS
4. a A
5. http://www.flickr.com/photos/wfryer/3241454187/sizes/z/in/photostream/
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
19. http://www.youtube.com/watch?v=yXTJhVBqWOM&feature=related
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.
35. http://j.mp/ow7L3E
38. n. The chaotic universe in which media objects strive to become vectors of human connection.
41. GAMMA-RAYS 1019 1018 1017 1016 1015 1014 1013 1012 1011 1010 109 108 X-RAYS ULTRAVIOLET VISIBLE INFRA-RED MICROWAVES RADIO, TV
43. n. The degree of importance, presence or fidelity a brand has in different contexts.
44. EVENT SPONSOR 1019 1018 1017 1016 1015 1014 1013 1012 1011 1010 109 108 IN THE PROGRAM IN THE SWAG BAG CLEARLY BRANDED CO-BRANDED UNBRANDED
45. ARE
46. MediaSite™ Your local news source. You  wish  your  ads  were  this  pre0y.   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.
59. Screenshot from archive.org
66. n. A collection of brands of various shapes and sizes that represent the many (oen 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
89. a Netflix company!
90. a Netflix company!