Becoming Post-BrandDannielle BlumenthalJuly 17, 2012
Brand = attempt to reconnect. The alienation of worker from work, of self from self.
From G-d, family, community, certainty.
The Economy of Fantasy
#1 “Normal… is what we make it.”
•
• #134 The TED
Conference
• #133 The World Cup
• #132 Picking Their Own
Fruit
• #131 Conan O’Brien
• #130 Ray-Ban Wayfarers
• #129 Banksy
• #128 Camping
• #127 Where the Wild
Things Are
• #126 Vespa Scooters
• #125 Bob Marley
• #124 Hating People Who
Wear Ed Hardy
• #123 Mad Men
• #122 Moleskine
Notebooks
• #121 Funny or Ironic
Tattoos
• #120 Taking a Year Off
• #119 Sea Salt
• #118 Ugly Sweater
Parties
• #117 Political Prisoners
• #116 Black Music that
Black People Don’t Listen
to Anymore
• #115 Promising to Learn
a New Language
• #114 America
• #113 Halloween
• #112 Hummus
• #111 Pea Coats
• #110 Frisbee Sports
• #109 The Onion
• #108 Appearing to Enjoy
Classical Music
•
•
#2 Empowerment: “The process of obtaining…basic
opportunities for marginalized people.”
Source: Wikipedia
The Top Websites Are Social
47% reach880m unique users
42% reach800m unique users
YouTube
Figures for 2011. Via Google
33,019,551views
#3 Sarcasm: “The meme: a concept that spreads rapidly from person to person via the
Internet.”
Source: Wikipedia
“Rage Comic”
42% reach800m unique users
YouTube
Classic
“…funny, awkward and let me express my feelings.”
#4 Anti-Brandivism
A Symbol of the Occupy Wall Street movement. Naomi Klein’s No Logo – a “manifesto.” Image via Adbusters.
#5 Reflexivity (sociological): “Examination
or action…refers to, and affects the entity instigating the action or examination.”
Source: Wikipedia
Charlie Sheen“Two And A Half Men”
$1.25mPer episode vs. $125K
Kris JennerStar, Creator,& Executive
Producer, “Keeping Up With The Kardashians”
$13mper season vs .$1-1m
The 10 Principles
1. Balance consistency and authenticity.
2. Culture first.3. Start at the top.4. Everyone builds it. 5. Plain English.
6. Avoid roboticism & the b-word.
7. Distinguish marketing from information.
8. Reflect brand strategy in logo and name.
9. Encourage dissent.10.Support social
media.
In the future we won’t need it.
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