3 responses to “Jaffe: "Brands are bigger networks than media"”
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Hmmm. Interesting stuff as usual. I’m reminded of an early attempt at brand-driven content. VW or Audi or some car manufacturer or other bought a licence to run its own TV channel ondigital/Sky. All the content was about cars or advertorial for the manufacturer. Similar concept, traditional media.
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Did it give its communities what they wanted, I wonder? Best branded content in history? the original soap (sponsored) operas – boy did people want those…
One of us brand / media types is going to invent the soap opera of the social media age… wonder what it will be…
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I think this is a really interesting thread. That said I don’t think this is a revelatory idea as such. A consumer’s interaction with the brand itself rather than the media used to promote it has always been a huge part of the brand communications mix. As for direct to consumer interactions, I hope we can do better than “blogs, websites and Second Life”. I admire Joseph’s passion but I have to say “duh!”
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