Brand Sense

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Brand Sense

• Kandidat, Medievidenskab E09
• PROJEKT
• Bo Kampmann Walther

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Kurset

• 1. branding kulturanalytiske pejlinger
• 2. branding ARG eventkommunikation case
• 3. besøg fra den virkelige verden (branded
  entertainment)
• 4. akademiske perspektiveringer

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Læsemateriale

• Martin Lindstrøm Brand Sense
• Scott Lash Celia Lury Global Culture Industry
• Kan bestilles i boghandlen/købes på Nettet
• Bo Kampmann Walther Rasmus Gents Sørensen We
  Love People En bog om kærlighed
• (2510 9608 Ida Suhr, WLP)
• Diverse online-materiale

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2 spor

• 1. kulturkritisk spor
• 2. medie- og brand-analytisk spor
• Instrumentelt
• transcendentalanalytisk

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Hvilken kulturkritik ?

• Kulturradikalisme mainstream avantgardens
  implosion
• Kapitalismens 3 faser 3 reklamer

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Smash your brand
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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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Transformationer

• Mediespecificitet -gt mediepluralitet (konvergens)
• Populærkulturel implosion af avantgarde
• Fra produkter til oplevelser/mennesker
• Fra envejskommunikation til interaktivitet og
  event-kultur
• Få sanser til mangedimensioneret sansning
• Manipulation -gt forførelse
• Høj ltgt lav kultur -gt mix-kultur

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Lindstrøm Brand Sensory Wheel
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Eventkommunikation
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Case Apple
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Vertikalt integrerede systemer
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V.I.S.
oplevelsesdimensioner
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Horisontale ting
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Bidder af æblet

• 1. Det er ikke produkter, der sælger. Det er
  mennesker, livsegenskaber, livsrammer og
  oplevelser.

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• 2. La vær med at være de første. Gør det, der
  er, bedre.

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• 3. Hjælp pionererne med at hjælpe de nye.

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Coca Cola slogans 1886 Drink Coca Cola 1911
Enjoy a glass of liquid laughter 1945 The happy
symbol of a friendly way of life 1996
Enjoy 2005 Make it Real 2006 The Coke Side of
Life Apple Im a Mac

• 4. Gør historien simpel. Marketing handler ikke
  om at nå de første kunder. Den handler om, hvad
  man gør for at få de første til at nå de næste.

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• 5. Gå et skridt videre overrask og skab velbehag.

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Mere vil ha mere
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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