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The Brand Is Dead. Long Live the Brand.

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.)

Matt Thompson

September 27, 2011
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Transcript

  1. a A

  2. 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.
  3. ARE

  4. n. A brand that genuinely represents a fan constituency, providing

    a foundation for a community to rally around.
  5. n. The ideal brand of the modern age – dynamic,

    flexible, spontaneous, adopted and spread by fans.
  6. n. The chaotic universe in which media objects strive to

    become vectors of human connection.
  7. GAMMA-RAYS 1019 1018 1017 1016 1015 1014 1013 1012 1011

    1010 109 108 X-RAYS ULTRAVIOLET VISIBLE INFRA-RED MICROWAVES RADIO, TV
  8. 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
  9. ARE

  10. 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
  11. n. A media experience purporting to offer content and storytelling,

    but in reality obsessed primarily with how a media entity thinks of itself.
  12. n. A collection of brands of various shapes and sizes

    that represent the many (oen overlapping) fan constituencies an organization serves.
  13. v. The act of perfunctorily occupying “real estate” in different

    media environments because you think your brand “needs to be there.”
  14. 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.”