Making of A Pop Brand
As mentioned, this blog isn’t new..
I had to lock it away at the suggestion of a friend who felt I was sharing too much, too early. That the market wasn’t ready for the depth of Transculture insight that was presented. Interestingly, she works for one of the largest global adv agencies.
Additionally, she felt that big agencies could [borrow] our data. It is true, several big agencies followed me on every twitter account I attempted to make personal, and then looking at the staff of planners, I would see our method re-purposed. They built big fancy culture branding units…today most have been shuttered because of poor insight and lack of direct culture interactivity.
What they missed, to be uber specific — was the total methodology that includes a planning filter. Culture Branding isn’t just a fuzzy scheme of placing people of color in advertising. Every element is quantifiable in a matrix. It uses the merging of what has become bigdata & culture decoding. It is a very specific study and application.
BRANDED MULTICULTURALISM took me nearly five years to construct. And, while I was engaged in that, Jack was spending equal time forming the foundations of sustainable branding with his peers, at Medinge Group, the international think tank on branding, located in Sweden. By the way, Jack is a co-founding director at Medinge. Along the way.. they created many books. Of course I knew of the brilliant work they inspired for humanity and business, well before I reached out to Jack for guidance.
Moving forward, a lot has changed since I first opened a Tumblr account, I was on the first wave of members, and Multicultural Brand Consultancy was the 1st culture brand firm on Twitter, in 2008.
I’ve learned not to share key insight, but — we live in a new era, and there are still huge shifts in global society that directly affect and effects branding, social media, and entertainment. If it is not tangible to the audience, it will not have a long shelf-life, and will become a temporal trend.
Below you will find some older notes from 2009.. enjoy
MAKING OF A POP BRAND
2009: Yesterday I had a long series of exchanges with my friend who also happens to be a documentary director. Actually, it was her influence in my life several years ago that helped me to rethink the notion of culture, at a deep visceral level. At that time, it was my goal - If I had my choice and the chance - I would want to start over, fresh.
However, the focus of this post isn’t about documentaries.
The making of a pop brand requires the 4 Cs:
4) Commitment to both subject and viewer of all media.
Several key words and themes were bantered about in my chat with my friend who happens to be from Poland, and earned her MFA here in America: stereotypical, Absolutely nothing new, Endlessly predictable, contained in a white Euro-centric world view.
Branded engagement is similar to a personal relationship. A corporation can’t start fresh until it fully understands who it is speaking with. Branding is not a one way speech, regardless of its goals, consumer needs or wants. People have a way of hiding, and deflect from all known buy messages when they feel like they are boxed in. And thus, there must be a mechanism that is trust worthy, it is then injected into the discourse, and relationship re-building equation.
Jack Yan is co-founding partner of MBC: three years ago he roughly said “best practice branding must be respectful, it is inclusive, and it removes the need to racially label groups in order to move away from marginalizing minorities”
Jack continued ”Branding is the means through which an organization differentiates, symbolizes and communicates itself to all of its audiences. However, branding must have a responsibility if we wish our organizations to have a responsibility. It is the interface between that organization and its audiences. It can equally be an interface between a corporation and its consumers, or at least a way of thinking that can unify vision, strategy, exposition and image, with measurable end results”
If the goal is to indeed start fresh and offer consumers the gift of recovery, it must create a framework and re-build relationships with critical mass.
2013 UPDATE: as it turned out.. seems Alina and I where on the right track regarding audience worldview; our last film won awards including | Humanitarian Award, Glasgow Scotland | Research Award, Sibiu Romania | Best Feature Doc, Athens and was invited to over 50 international film fest. We currently have several projects in motion.
tbc [to be continued]