The document discusses the changing nature of brands in the modern media landscape. It argues that brands are no longer simply ways to differentiate similar products, but have taken on new meanings and roles. Effective modern brands authentically engage communities of fans and represent constituencies in a dynamic, flexible way.
17. a. A holdover attitude from the Fast-Moving Consumer
Goods era, contending that brands function primarily to
distinguish like products from each other on shelves.
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47.
48. n. A media experience purporting to offer content and
storytelling, but in reality obsessed primarily with how a
media entity thinks of itself.
66. n. A collection of brands of various shapes and sizes that
represent the many (oen overlapping) fan constituencies
an organization serves.
67.
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72. v. The act of perfunctorily occupying “real estate” in different
media environments because you think your brand “needs
to be there.”
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86. n. The community of fans that loves your work, follows you,
might support your Kickstarter project, and decidedly does
not think of you as “a brand.”