Brand Sense 2

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Brand Sense 2

• Bo Kampmann Walther
• E09

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Agenda

• Brand opfølgning
• Brand og religion
• Branded entertainment
• Global kulturindustri instantierbarhed
• Case guerilla marketing LOST og ARG

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Brand - 1

• A Brand is a mixture of attributes, tangible and
  intangible, symbolized in a trademark, name or
  symbol, which, if managed properly, creates value
  and influence. (Yoo et al. 2000)

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Brand - 2

• Brand Equity Brand Value Brand Loyalty
  Brand Image
• Value (den finansielle værdi)
• Loyalty (publikums grad af trofasthed)
• Image (publikums mentale billede af brandet)

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Branding som religion
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Branding som religion

• 1. a unique sense of belonging
• 2. a clear vision with a sense of purpose
• 3. take power from your enemies
• 4. Authenticity
• 5. consistency
• 6. perfection
• 7. sensory appeal
• 8. Rituals
• 9. Symbols
• 10. mystery

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Nøgleord

• Branded content advertainment kombinationen af
  indhold (f.eks. TV-program) og et brand
• Fra target groups til audience
• Fra styret kommunikation til villet eller
  embedded kommunikation
• Effekt af medievaner og medieteknologi the
  decline of the 30 seconds advert spot
• Fra reklamekultur til eventkultur

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Lash and Lury Global Culture Industry (GCI)
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Classical Culture Industry (CCI)

• Manipulates subjects, to integrate them into
  society
• Steers people in line with needs of economic
  cycle
• Deceives and represses in order to dominate and
  pacify
• Undermines the value of communication
• Promotes atomisation and instrumental reason

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Uenighed i den kritiske teoris lejr

• Adorno et al mass media are
• Inimical to democracy
• Consumed passively
• Menace to autonomy
• Benjamin et al film and radio are
• Potentially democratic
• Actively appreciated by a
• Decentred subject

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Fra CCI til GCI

• Representation to thingification
• Commodities to brands (virtual objects)
• Structures to micro-structures
• The power of flows
• More and less freedom

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Representation to thingification

• GCI creates virtual objects, rather than
  circulating texts with meanings
• These objects are alive, vital
• They lack extension exist as potentiality
• They are instantiated (copied) through or in
  material interfaces
• They are mobile endlessly translated and
  transpositioned

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GCI Objects

• gtgt the objects of GCI are virtual objects. As
  virtuals, they are potentials that generate a
  succession (a series or flow) of actual forms. In
  other words they are virtuals that actualize in a
  great variety of ways. They are not dead labour
  like Marxs classical commodity. As potentials
  that generate a series of forms they are very
  much alive.
• gtgt the consumers, audience or users of GCI do
  a great deal of the deciding what these objects
  and these processes are. (Lash and Lury 2007
  182)

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Fra commodities til brands (virtual objects)

• Audiences/users participate in them from within
• Value is keyed informationally, not signified by
  price
• Irregular periodicity frames scarcity and
  demand
• Brands are agents on a par with human beings
• We have to navigate a course through virtual
  objects

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The Beast

• 2001, A.I. Movie poster

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Genre

• ARG mellem
• MMORPGs
• Pervasive Gaming

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ARG

• 1. storytelling / narrative
• 2. eksplorativt element deciphering
  konspiration
• 3. cross-medium interaktivitet
• 4. sløring af grænsen mellem realitet og fiktion

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Vocabulary

• Rabbit Hole (RH) The method of an ARGs debut
• Puppet Master (PM) A person running an ARG
• This is not a game (TINAG) Many ARGs dont
  explicitly admit they are games.

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LOST audience mapping
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Lost Experience
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LOST som brand og religion

• Brand
• Værdi
• Loyalitet
• Billede
• Smash LOST
• GCI LOSTs instantierbarhed
• Religion
• Idolisering
• Fællesskab
• Ritualisering