Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
September-October 2016
Introduction
Social media would allow
your company to leapfrog
traditional media and forge
relationships directly with
customers.
The Present
The rise of new technologies that allowed
audiences to opt out of adsfrom cable
networks to DVRs and then the internet
made it much harder for brands to buy fame.
Presently they compete directly with real
entertainment. So companies upped the ante.
BMW pioneered the practice of creating short
films for the internet.
Turbocharged Art
worlds
Cultural Branding
Map the cultural orthodoxy
Locate the cultural opportunity
Target the crowd culture
Diffuse the new ideology
Innovate continually, using cultural flash points.