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The Brand Is Dead. Long Live the Brand.

Matt Thompson
September 27, 2011
Business
48
5.2k

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.)

Matt Thompson

September 27, 2011
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Transcript

  1. THE BRAND DEAD.
    LONG LIVE BRAND.™
    THE
    IS

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  4. a
    A

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  5. http://www.flickr.com/photos/wfryer/3241454187/sizes/z/in/photostream/

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  7. public domain images courtesy of Library of Congress

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  8. public domain images courtesy of Library of Congress

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  9. ♥
    w

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  10. ♥
    w

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  11. public domain images courtesy of Library of Congress

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  12. View Slide

  13. Piggly Wiggly photo: http://j.mp/ow7L3E| Newsstand photo: LOC.gov

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  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.

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  18. ARE

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  19. http://www.youtube.com/watch?v=yXTJhVBqWOM&feature=related

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  20. View Slide

  21. View Slide

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  26. n. A brand that genuinely represents a fan constituency,
    providing a foundation for a community to rally around.

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  33. n. The ideal brand of the modern age – dynamic, flexible,
    spontaneous, adopted and spread by fans.

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  34. View Slide

  35. http://j.mp/ow7L3E

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  36. View Slide

  37. View Slide

  38. n. The chaotic universe in which media objects strive to
    become vectors of human connection.

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  39. View Slide

  40. View Slide

  41. GAMMA-RAYS
    1019
    1018
    1017
    1016
    1015
    1014
    1013
    1012
    1011
    1010
    109
    108
    X-RAYS
    ULTRAVIOLET
    VISIBLE
    INFRA-RED
    MICROWAVES
    RADIO, TV

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  42. View Slide

  43. n. The degree of importance, presence or fidelity a brand has
    in different contexts.

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  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

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  45. ARE

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  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

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  47. View Slide

  48. n. A media experience purporting to offer content and
    storytelling, but in reality obsessed primarily with how a
    media entity thinks of itself.

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  50. View Slide

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  52. View Slide

  53. View Slide

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  59. Screenshot from archive.org

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  63. View Slide

  64. View Slide

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  66. n. A collection of brands of various shapes and sizes that
    represent the many (oen overlapping) fan constituencies
    an organization serves.

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  67. View Slide

  68. View Slide

  69. View Slide

  70. View Slide

  71. View Slide

  72. v. The act of perfunctorily occupying “real estate” in different
    media environments because you think your brand “needs
    to be there.”

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  80. View Slide

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  82. View Slide

  83. View Slide

  84. View Slide

  85. View Slide

  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.”

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  87. ♥
    w

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  88. ♥
    w

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  89. a Netflix company!

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  90. a Netflix company!

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