Cultural branding Social media branding Crowdculture anabrambilla@gmail.com

1. Branding & Social Media
Ana Brambilla, October/2018
anabrambilla@gmail.com

3. The origin
Online Communities and Relationship Platforms became Social Networks
1st
: PEOPLE
… than brands!
DIALOGUE, not speech
ENTERTAINMENT, not business
neither news

4. Personal
interests
Friends!

5. Sociability
Have Fun
Empowerment
Self-celebrity
Speech Power To Make Justice
Freedom! Belonging
Free Culture
Death Denial
Bestiality

8. “... Social Media seem to have made brands less significant.”

9. 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!

10. And what about CREATING a zeitgeist? ;-)
CROWDCULTURE

11. CROWDCULTURE?

13. Limited Media Industry (ONE-WAY FLOW)
FEW OPTIONS = LESS COMPETITION = LOW QUALITY

14. CROWDCULTURE
Social
Media
Communities of Interest
Collaboration
Subcultures
Social
Cement
PERSONAL
Art Worlds
Without intermediaries

16. Bert is Evil

17. “The problem companies face is structural, not
creative.” (Douglas Holt)

18. Cultural Branding
Map the cultural orthodoxy
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!

19. 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!

20. Shall
we
try?

21. First, an exercise to
stimulate your
creativity...
Do a free draw
starting with the
lines on the sheet.

22. What makes life
stressful (pain
points)?
If I could, I...
What seems
impossible
nowadays?
The world would be
happier if...