September 16, 2020
Competing for Crowdcultures To brand effectively with social media, companies should target crowdcultures. Today, in pursuit of relevance, most brands chase after trends. But this is a commodity approach to branding: Hundreds of companies are doing exactly the same thing… Continue Reading…
September 16, 2020
Cultural Branding While the rise of crowdculture diminishes the impact of branded content and sponsorships, it has greased the wheels for an alternative approach that I call cultural branding. The dramatic breakthrough of the fast-casual Mexican food chain Chipotle from 2011 to… Continue Reading…
September 16, 2020
Beyond Branded Content While companies have put their faith in branded content for the past decade, brute empirical evidence is now forcing them to reconsider. In YouTube or Instagram rankings of channels by number of subscribers, corporate brands barely appear.… Continue Reading…
September 16, 2020
The Rise of Crowdculture Historically, cultural innovation flowed from the margins of society—from fringe groups, social movements, and artistic circles that challenged mainstream norms and conventions. Companies and the mass media acted as intermediaries, diffusing these new ideas into the… Continue Reading…
September 16, 2020
Why Branded Content and Sponsorships Used to Work While promoters insist that branded content is a hot new thing, it’s actually a relic of the mass media age that has been repackaged as a digital concept. In the early days… Continue Reading…