New media landscape Flashcards
What is branded content
The creation of original content by firms to strenghtnen their relationship with their customers
Is branded content generally a success
No, if anything branding is less effective nowadays then previously (if you are not lego)
Why did branded content fail
Because modern online culture has created hyper specific tribes and innovative communities with technology to entertain likeminded people all around the world and brands just cannot keep up as specialization is made to too small groups to be economically viable to target. Not that they did not try, they just got outcompeted. The relational strength of abstract brands brands also pails in comparison to humans
What are the five points of the cultural branding aproach to marketing
map the cultural orthodoxy, locate a cultural opertunity, target the crowd culture, diffuse the new ideology and and innovate continually by using cultural flashpoints. (Fanning the flames of culture war like chipotle?)
How does one map the cultural orthodoxy in cultural branding
Identify the prevailing assumptions in the industry you want to leapfrog of, what is considered normal that is not questioned. For chipotle it was the american food industry paradigme that through dazzling scientific discoveries (margarine, instant coffee, Tang) and standardized production processes, big companies, overseen by the Food and Drug Administration, would ensure bountiful, healthful, and tasty food
How does one locate a cultural oppertunity in cultural branding
Find what parts of a paradigme that is beginning to be questioned. For example how jack daniel saw the shift in peak masculinity from ceo to cowboy in the 1970’s
How do you target crowd culture according to the cultural branding model
Find a social movement that stands to benefit from the industry paradigme shift
Cultural branding aims to put the brand as the solution to a problem percived by the crowd culture
True, that is the essance of sep 4, diffues the ideology
There is a risk of a brand community being hijacked by the community members
True
What are some other words for brand community
“consumption sub‐cultures” and “consumer tribes”
What are the definitions of a brand trine
Self recognition aka that the in group knows they share patronage of the brand, rituals & traditions, a sense of obligation towards the community
Name some comercially unhelpful tendencies of brand tribes
Hostility towards compeitors, eliticm (whos a real member), desired marginality (wish to stay a small tight group), the view that the brand is shared cultural property instead of privately owned, the communitys tendency to live on even when their parrent firm abandones it and political fanaticism
What is brand hijacking
When the community changes the evolution of the brand meaning, taking controle from the marketers
How does consumers hijack a brand
By either developing a fanatic cult which is looked at for leadership by the comminity more then the company and becomes known to outsiders or through volentary co creation
What is the meaning of essere est percepi
I exhist if I am seen, a philosophical dictum describeing the tendency of people to seek recognition through exposed or anonimous intimacy. An interesting tendency is their avversion to interaction. They are drawn to likeminded grups and want to be seen by them but not interact. company without interaction
the production of sub‐cultural components is more important for the brand than is the existence of an actual community
True, according to cova and pace
The internet has fragmented markets into smaller and smaller segments
True, as implied by postmodern marketing principles
Web analytics is unreliable and unrepresentative
True, according to some literatire, at least the basic statistics
What is advanced web analytics
Website statistics in conjunctinon with other data such as demographics, customer profiles and subscription information aka spyware to understand the relationship and interaction between a Website and its customers
The post modern web consumer prefers to customize their experience to the extent that production and consumption of the experience becomes inseparable
True
