All posts filed under: Brand

Branded Entertainment from the San Diego International Film Festival

My favorite six selects from the branded entertainment program at the San Diego International Film Festival. We live in what is arguably the most creative period in human history, but it isn’t demonstrated in the “creative industries” of marketing/advertising nearly as much as in other industries, tech, culture, pop-culture. This selection is an outstanding exception. The most enjoyable hour I’ve spent in front of a screen recently. The bummer came at the end of the program during the panel discussion which was dominated by talk of the business justification of branded content, metrics and the state of the industry. Tedious for an insider, unbearable for outsiders. The pervasive fear and confusion regarding disruption and change within the industry is understandable but the never ending discussions, the venting and self-reassuring is exhausting. The reality is that rate of change is outpacing us. What most of us are trying to get our heads around just doesn’t exist anymore and we are notoriously horrible at predicting the future. Reading related posts is like watching people in Plato’s cave …

Brand Volatility

This chart would be so much more insightful if it showed a much longer timeline, and included a few more brands, like Kodak maybe. (Instead is a colorful graphic with popular brand names). Brands are the connection between business and culture. The real story isn’t about rising and falling fortunes, it’s about rapidly increasing cycles of volatility and disruption. Brand thinking is having more trouble than business strategy when it comes to keeping pace. No one’s written the “innovator’s dilemma” for the brand side yet. There need to be more “protean” models for brands, or better fake outs and quicker costume changes. The Rise and Fall of the World’s 10 Most Valuable Brands