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60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals by Idris Mootee

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Chapter 02

Branding in a Postmodern Culture

Branding in the Age of Brand Transformation

Brands are transforming themselves. Beyond mere ads and products, they are finding new ways to get inside your home and be a part of your life as branded content, branded entertainment, branded utilities, and branded space. L’Equipe, the Parisian-based daily sports newspaper, invented the Tour de France for one simple reason: to sell more newspapers, using branded content with a pinch of engagement.

But customers are transforming brands, too. New cultural modes of performance are emerging from new network-based social behaviors and conversations. With more than 50 million people able to share ideas, opinions, and experiences in a single online space—and generate billions of web page impressions every month—these behaviors and conversations are creating a seismic shift in the traditional balance of power that once existed between customers and companies.

As content is increasingly delivered via personalized and self-scheduled social webs, viewers—not broadcasters—will decide when, how, why, and what is consumed. And they will dictate who they share that consumption with.

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The question is, what role should brand play in this age of transformation?

Transformation Is a Process, a Performance

To make the story of a brand complete and meaningful, it requires that all of the actors—customers and companies ...

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