You and me, and the games people play September 23, 2008Posted by David Gillespie in branding, conversation, creativity, digital strategy, marketing, philosophy, social media, web 2.0, work/life.
Tags: branded content, brands, Henry Jenkins, Insight + Ideas, storytelling, Tim Beveridge
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Content. Engaging content. Stories being told. Experiences facilitated by brands but not ABOUT brands. The logical extension of “This program was brought to you by…” in life after the 30-second spot is entertainment created solely for or by a brand. Entertainment that doesn’t ram a message home, but simply offers it up on a plate and says “Hey, yeah we did this. Hope you dig it.” The goal is of course still re-enforcement of whatever your brand’s values are, but there are better ways to do it than to just spit out a tagline.
The below quote from Henry Jenkins sums it up for me. I’m trying to figure out where it came from, it’s been sitting in my drafts folder for quite sometime…ahh here it is. I <3 Google.
The key is to produce something that both pulls people together and gives them something to do…I don’t have to control the conversation to benefit from their interest
That ties in nicely to something I read over on Slideshare the other day (found by way of my friend Tim’s Insight + Ideas blog) that I liked so much I wrote on a Post-It and stuck it to my screen at work:
Autonomy (the ability to make a choice) plus Competence (a feeling like you have the necessary resources to make that choice) plus Relatedness (a sense you are working together towards a common goal) equals Happiness.
Maybe even a good deal of love for your brand.
Second image courtesy of my own bad self.