Branded Entertainment: It’s a Journey

The mipblog has great coverage of the MIPTV session “Branded Entertainment Across All Platforms”.

I love the point made by Charlie Crowe of C Squared: “A brand can be built over generations, but destroyed in 140 characters.”

Definitely worth keeping in mind!

The most poignant comment, though, was made by Kamel Oudi, Digital Media Director for Louise Vuitton France: “Each brand has a heart, a DNA.”

He urged brand custodians to follow their brand’s DNA ‘down the natural evolutionary path of your story, your brand and your people.’

He discussed the recent Journeys Awards, a crowdsourced campaign in which Louis Vuitton showcased emerging filmmakers following a brief from Wong Kar Wai. As pointed out on the mipblog:

The work was particularly meaningful because it demonstrates there’s a use for social media by luxury brands, which sometimes worry there’s no way to maintain exclusivity and cachet on democratic media. But with clear boundaries in place (for example, the same “journeys” text appeared in all film festival videos) and a clear communications strategy, users followed the tone set by Vuitton, speaking in the same artistic, ephemeral accent that the brand used.


Here’s the video of Sho Tsukikawa, which won the jury prize. Well worth watching:

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Brand Caring: A Novel Idea? Or Key Differentiator!

Check out this trendwatching video and you decide – do brands care, really deep down care?

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Getting Up To Speed With Augmented Reality

If you haven’t seen the promise of Augmented Reality for marketing purposes, this video from Sky’s Technology Unplugged Show will get you up to speed:

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Apple’s iPad: Changing Business Models from April 3rd…

This is a game changer:

If you haven’t factored this into your business yet, you’re already on the endangered list!

Four People Is All It Takes To Change The World

I have a huge amount of respect for Robert Scoble. His intellect, his dedication to his task of curating trends and his personable approach make him a stand out in the Silicon Valley community…, no wider than that: globally!

That’s why I wanted to share with you his talk at Stanford University last month. In it he talks about how people like Scott Monty are humanizing the brands they work with, how new Zappos employees are forced to tweet to connect them to their brand and the concept of doubling pennies.

He finishes in true Scoble style with an understated truism – we all have a burning desire not to connect with thousands of ‘friends’ that we hardly know, but with just four people, the right four people…and that is all it takes to change the world, just four connected, passionate people.

Connect the dots – the right four people who have cracked the formula for building doubling pennies – an extremely powerful combination.

Definitely worth watching:

Seggr Report on Digital Curation

This Seggr Report covers the area of Digital Curation and considers the trends, tools being used and how brands are embracing the creation of a thought leadership position and deeper customer engagement through curation.

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