Branding & Social Media

MBRSC

Ana Brambilla, October/2018

The origin
Online Communities and Relationship Platforms became Social Networks

1st: PEOPLE
… than brands!

DIALOGUE, not speech

ENTERTAINMENT, not business

neither news
 Personal
interests

Friends!
 Empowerment
Speech Power To Make Justice
Bestiality

Freedom! Have Fun Belonging

Death Denial

Free Culture Self-celebrity

Sociability
“... Social Media seem to have made brands less significant.”
But… what is “branding”?
Branding is a set of techniques designed to
generate cultural relevance to a brand.

So… it’s always connected to the ZEITGEIST!

And what about CREATING a zeitgeist? ;-)

CROWDCULTURE
 UR E?
U LT
O WDC
CR
Limited Media Industry (ONE-WAY FLOW)

FEW OPTIONS = LESS COMPETITION = LOW QUALITY

CROWDCULTURE PERSONAL
Art Worlds

Social Without intermediaries

Media Collaboration
Social
Communities of Interest Subcultures
Cement
Bert is Evil
“The problem companies face is structural, not
creative.” (Douglas Holt)
 Map the cultural orthodoxy
Cultural Branding Invert marginal ideologies

A brand can sustain its cultural relevance by playing off particularly intriguing issues that dominate the
media discourse related to an ideology. --- AND TAKE THE RISK!
ATTENTION ISSUES!
Don’t try to mimic yourself. Innovation is just innovative in the 1st time!

Hundreds of brands are connected to the same generic list of trends. It doesn’t run!
Sh al l
w e
tr y ?
First, an exercise to
stimulate your
creativity...

Do a free draw
starting with the
lines on the sheet.
 What seems
impossible
nowadays?

The world would be If I could, I...

happier if...

What makes life

stressful (pain
points)?