S360 Digital brand storytelling and internet culture

Download S360 Digital brand storytelling and internet culture

Post on 22-Nov-2014

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S360 is a think-tank where creative minds get together to discuss topics surrounding web technology and digital media. The purpose is to explore the latest innovations in digital media, design and the web and share ideas that can progress the community. Just to recap, below are a few topics I touched on: "The Break" The aesthetic of cool Black culture on the internet Branding principles

TRANSCRIPT

  • 1. DIGITAL BRAND STORYTELLING ADDING THE BREAK TO DIGITAL MEDIA CONTENT
  • 2. ERICA REID | CONTENT PRODUCER AND DIGITAL STRATEGIST B.A. in Communication Design from Texas State University M.A. in Digital Media from New York University Adjunct Professor at University of Houston ! @theblvdmag @theblvdmag
  • 3. Present Interpretation of Cool A source of spontaneity, irony, intellectual insight and joy -Black Cool, One Thousand Streams of Blackness: The Break by Valerie Thomas The Break: That point where a song stops for a drum or other instrumental interlude or improve, is a trademark of African diaspora music. The break adds a new element that challenges the structure of a composition. This is where assumptions are overturned and narrative arcs change.
  • 4. The Break: Challenge the status quo and create in mystic coolness.
  • 5. AESTHETIC OF THE COOL
  • 6. The Lexicon of Cool A basic reference to moderation in coldness extended metaphorically to include composure under re. Cool, composed, collected, unrufed, nonchalant, imperturbable, detached are adjective which apply to persons to indicate calmness, especially in time of stress. In some West African languages, cool is the belief that the purer, the cooler a person becomes, the more ancestral he becomes. In other words mastery of self enables a person to transcend time and elude preoccupation.
  • 7. The Antiquity of the Cool The concept of cool seems to be originated in Nigeria. During the rst half of the 15th century the leader of Benin was crowned and to the title Ewuare, meaning literally cool. The Philosophy of Cool Coolness brings order not through lavish clothes, but by means of moral responsibility. ! To act in foolish anger or petty selshness is to depart form this original gift of interiorized nobility and conscience.
  • 8. Black stereotypes on the internet Visual Storytelling
  • 9. Before the advent of the television and the internet- minstrel shows were a popular form of entertainment in western culture. The History The Black Dandy Minstrel Shows
  • 10. and before that, there were carnivals. The History Sarah Baartman Hottentot Venus Ota Benga the Congolese Pygmy posing at the Bronx Zoo in 1906
  • 11. Black Internet Culture: Memes A meme acts as a unit for carrying cultural ideas, symbols, or practices that can be transmitted from one mind to another through writing, speech, gestures, rituals, or other imitable phenomena with a mimicked theme - Wikipedia
  • 12. Black Internet Culture:Youtube dubs
  • 13. Black Internet Culture: Natural Chick Bloggers
  • 14. Black Internet Culture: Dapper Dandies
  • 15. Black Internet Culture: Crowd Funding Dear White People: Indie GoGo raise $25,000 Da Blood of Black Jesus: Raised over 1million on Kickstarter Raised over $40,000 on Kickstarter
  • 16. Whats Next?
  • 17. Branding
  • 18. Cool brands stand for something and stand out from the crowd.
  • 19. Know your audience You need the experience of seeing and feeling what moves the people youre talking to. ! Michael Lang, co-founder of Woodstock, thinks of his experience overseeing the festival: that was how we learned what really inspired peopleand what we needed to do in order to keep inspiring them.
  • 20. Know your audience Scott Bedbury, the former head of advertising at Nike and chief marketing ofcer at starbucks, said: We wanted to be in the knowyou better know whats going on in the minds of young basketball playersthe music the listen to, their vernacular, how they dene success, what they fear, what they dream.
  • 21. TRIBAL CULTURE We need divisions. Divisions build tribes. They create intimate worlds they can understand, and where they can be somebody and feel as if they belong. (The Brand Gap) Source: The Brand Gap
  • 22. Company Culture: Look within When looking for an edge, start from within the company. Research is always great and outsourcing works, but you have to start from a place of really knowing who you are and what you stand for.
  • 23. Company Culture: Hire Cool Kids Andy Warhol surrounded himself with young people like Jean-Michel Basquiat and he listened. He depended on young peoples ideas to keep him relevant.
  • 24. Black Cool in Popular Culture Bohemians Access to the unknown Naturalistas 5 Buckets Nerds Afro Punk
  • 25. Black Cool in Popular Culture
  • 26. 5 Disciplines of Branding 1. DIFFERENTIATE>>Why do you matter 2. COLLABORATE>> Work with people smarter than you 3. INNOVATE>> The courage to be different 4. VALIDATE>> Start at the ground level and build a base 5. CULTIVATE>> Relentless innovation and access to capital Source: The Brand Gap
  • 27. DIFFERENTIATE Source: The Brand Gap WHO ARE YOU? WHAT DO YOU DO? WHY DOES IT MATTER? ! Stand out from the herd Preserve the core and stimulate progress
  • 28. DIFFERENTIATE Source: The Brand Gap
  • 29. Collaborate Source: The Brand Gap IT TAKES A VILLAGE Work with those who are smarter and more talented than you.
  • 30. Innovate Source: The Brand Gap CREATIVE THINKING LOGICAL THINKING AUDIENCES WANT MORE THAN LOGIC
  • 31. Innovate Source: The Brand Gap HOW DO YOU KNOW WHEN AN IDEA IS INNOVATIVE? WHEN IT SCARES THE HELL OUT OF EVERYBODY BE DISRUPTIVE!!
  • 32. Innovate Source: The Brand Gap The Barneys Philosophy: Less is More Barneys customers are voyeurs, the more they people watched, the more time they spent in the store.
  • 33. VALIDATE Source: The Brand Gap
  • 34. CULTIVATE MAKE YOUR POWER PITCH, GET MONEY, SPEND IT WISELY AND KEEP INNOVATING! How can we get a seat at the table?
  • 35. CREATE A BRAND ! WHATS THE POSITIONING: WHO ARE YOU? WHAT DO YOU DO? WHY DOES IT MATTER? ! HOW ARE YOU DIFFERENT (Whats The Break)? ! COLLABORATORS? !
  • 36. DIGITAL BRAND STORYTELLING