The Brand Is Dead. Long Live the Brand.

A415db3ac9e9668acbc1fb36eead84ac?s=47 Matt Thompson
September 27, 2011

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.)

A415db3ac9e9668acbc1fb36eead84ac?s=128

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

  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

  8. public domain images courtesy of Library of Congress

  9. ♥ w

  10.  ♥ w

  11. public domain images courtesy of Library of Congress

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  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.
  18. ARE

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

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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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  35. http://j.mp/ow7L3E

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  38. n. The chaotic universe in which media objects strive to

    become vectors of human connection.
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  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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  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
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  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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  59. Screenshot from archive.org

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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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  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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  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

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  89. a Netflix company!

  90. a Netflix company!