Boost the utilization of your HCL environment by reevaluating use cases and f...
Reverse Product Placement
1. Brand Precession
(Reverse product
placement) : branding in
fictional and virtual
environment
Dr. Laurent Muzellec
Dr. Theo Lynn
2. Is it what is in our head?
Is it computer-synthesized?
3. Brand Content &
Emotional Branding
• Content produced by a brand" that is not directly linked
to the brand product or service. Therefore it can't be
just a promotional message produced by a brand. But
it can involve a lot of "types of content".
Brand Co
n tent Proj
ect: http:
//www.no
wness.co
m
15. what is a brand?
“a name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods or
services of one seller or group of sellers and to
differentiate them from those of competitors”
“nothing more than the sum of all the mental
Brown, 1992 connections people have around it”
“asset of the firm” which derives revenue for its owner
Schlossberg, 1990 ”
16. brands vs brand potential
brand potential is not brand reality
17. Are all virtual brands protobrands? Aimee Weber
1. A Name, logo and symbol
2. Mental images (=associated
with cool virtual design)
3. First Avatar legally
protected (registered
trademark as of 2008)
4. Generates revenue for
owner - Alyssa LaRoche
See: www.aimeeweber.com
18. Q: How can you capitalise on
consumer’s emotional attachment?
A. Create a HyperReal Brand
Brand Precession: determining protobrand potential:
• Can the brand aura be fomented entirely in the virtual prior to tangibilization or
productization in the real physical world?
• Can the brand sufficiently capture the imagination and emotional attachment of
real consumers in the real physical world?
19. Protobrands: a commercial opportunity to
The Rebranding of 7-eleven exploit or…
Reverse Product Placement (Hosea, 2006)
20. …threat to mitigate
• Registered Trademark by
Rodrigo Contreras in Mexico
in 2008
• Haacht produce and and
successfully markets a real
beer with a real taste