S360 Digital brand storytelling and internet culture
-
Upload
erica-reid -
Category
Social Media
-
view
159 -
download
1
description
Transcript of S360 Digital brand storytelling and internet culture
![Page 1: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/1.jpg)
DIGITAL BRAND STORYTELLINGADDING “THE BREAK” TO DIGITAL MEDIA CONTENT
![Page 2: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/2.jpg)
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
![Page 3: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/3.jpg)
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.
![Page 4: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/4.jpg)
The Break: Challenge the status quo and create in mystic coolness.
![Page 5: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/5.jpg)
AESTHETIC OF THE COOL
![Page 6: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/6.jpg)
The Lexicon of CoolA basic reference to moderation in coldness extended metaphorically to include composure under fire.
Cool, composed, collected, unruffled, 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.
![Page 7: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/7.jpg)
The Antiquity of the CoolThe concept of cool seems to be originated in Nigeria.
During the first 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 selfishness is to depart form this original gift of interiorized nobility and conscience.”
![Page 8: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/8.jpg)
Black stereotypes on the internet
Visual Storytelling
![Page 9: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/9.jpg)
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
![Page 10: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/10.jpg)
…and before that, there were carnivals.
The History
Sarah Baartman “Hottentot Venus”
Ota Benga the Congolese Pygmy posing at the Bronx
Zoo in 1906
![Page 11: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/11.jpg)
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
![Page 12: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/12.jpg)
Black Internet Culture:Youtube dubs
![Page 13: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/13.jpg)
Black Internet Culture: Natural Chick Bloggers
![Page 14: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/14.jpg)
Black Internet Culture: Dapper Dandies
![Page 15: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/15.jpg)
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
![Page 16: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/16.jpg)
What’s Next?
![Page 17: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/17.jpg)
Branding
![Page 18: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/18.jpg)
Cool brands stand for something and stand out from the crowd.
![Page 19: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/19.jpg)
Know your audience
You need the experience of seeing and feeling what moves the people you’re talking to. !Michael Lang, co-founder of Woodstock, thinks of his experience overseeing the festival: “…that was how we learned what really inspired people–and what we needed to do in order to keep inspiring them.
![Page 20: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/20.jpg)
Know your audience
Scott Bedbury, the former head of advertising at Nike and chief marketing officer at starbucks, said: “We wanted to be in the know…you better know what’s going on in the minds of young basketball players–the music the listen to, their vernacular, how they define success, what they fear, what they dream.
![Page 21: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/21.jpg)
TRIBAL CULTUREWe 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
![Page 22: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/22.jpg)
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.
![Page 23: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/23.jpg)
Company Culture: Hire Cool Kids
Andy Warhol surrounded himself with young people like Jean-Michel Basquiat and he listened. He depended on young people’s ideas to keep him relevant.
![Page 24: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/24.jpg)
Black Cool in Popular Culture
BohemiansAccess to the unknown
Naturalistas
5 Buckets
Nerds
Afro Punk
![Page 25: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/25.jpg)
Black Cool in Popular Culture
![Page 26: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/26.jpg)
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
![Page 27: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/27.jpg)
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
![Page 28: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/28.jpg)
DIFFERENTIATE
Source: The Brand Gap
![Page 29: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/29.jpg)
Collaborate
Source: The Brand Gap
IT TAKES A VILLAGE Work with those who are smarter and more talented than you.
![Page 30: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/30.jpg)
Innovate
Source: The Brand Gap
CREATIVE THINKING
LOGICAL THINKING
AUDIENCES WANT MORE THAN LOGIC
![Page 31: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/31.jpg)
Innovate
Source: The Brand Gap
HOW DO YOU KNOW WHEN AN IDEA IS INNOVATIVE?
WHEN IT SCARES THE HELL OUT OF EVERYBODYBE DISRUPTIVE!!
![Page 32: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/32.jpg)
Innovate
Source: The Brand Gap
The Barney’s Philosophy: Less is More
Barney’s customers are voyeurs, the more they people watched, the more time they spent in the store.
![Page 33: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/33.jpg)
VALIDATE
Source: The Brand Gap
![Page 34: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/34.jpg)
CULTIVATE
MAKE YOUR POWER PITCH, GET MONEY, SPEND IT WISELY AND KEEP INNOVATING!
How can we get a seat at the table?
![Page 35: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/35.jpg)
CREATE A BRAND
!WHAT’S THE POSITIONING:
WHO ARE YOU? WHAT DO YOU DO? WHY DOES IT MATTER? !
HOW ARE YOU DIFFERENT (What’s The Break)? !
COLLABORATORS? !
![Page 36: S360 Digital brand storytelling and internet culture](https://reader035.fdocuments.us/reader035/viewer/2022070302/5474f271b4af9fae0a8b58c2/html5/thumbnails/36.jpg)
DIGITAL BRAND STORYTELLING