Comments on: The New Branding http://www.beneaththecover.com/2007/12/07/the-new-branding/ Inside the Book Industry Fri, 10 Feb 2012 16:32:00 +0000 hourly 1 http://wordpress.org/?v=3.0.2 By: Chris Busch http://www.beneaththecover.com/2007/12/07/the-new-branding/comment-page-1/#comment-20918 Chris Busch Wed, 02 Jan 2008 10:57:29 +0000 http://www.beneaththecover.com/2007/12/07/the-new-branding/#comment-20918 Having had the opportunity to teach high school for five years in the mid-90's, I agree with Roy. While the "emerging" generation is well-versed in the fantasy of video games, avatars, etc., they also carry more media savvy than any of their predecessors. And from that perspective they've developed a critical mass of skepticism. Fantasy for fun's sake is one thing, but being disingenuous in your advertising and marketing messages is not viewed in the same way. Obvious fantasy like an avatar is acceptable because it is what it portends to be, a fake. But it's an honest fake. Don't try to float a fake and call it real, though. You'll either get called out or completely ignored. Being ignored, that's the troubling trait of most advertising today. Having had the opportunity to teach high school for five years in the mid-90's, I agree with Roy. While the "emerging" generation is well-versed in the fantasy of video games, avatars, etc., they also carry more media savvy than any of their predecessors.

And from that perspective they've developed a critical mass of skepticism. Fantasy for fun's sake is one thing, but being disingenuous in your advertising and marketing messages is not viewed in the same way.

Obvious fantasy like an avatar is acceptable because it is what it portends to be, a fake. But it's an honest fake. Don't try to float a fake and call it real, though. You'll either get called out or completely ignored.

Being ignored, that's the troubling trait of most advertising today.

]]> By: Walt Shiel http://www.beneaththecover.com/2007/12/07/the-new-branding/comment-page-1/#comment-19043 Walt Shiel Sun, 09 Dec 2007 08:11:33 +0000 http://www.beneaththecover.com/2007/12/07/the-new-branding/#comment-19043 While I applaud any movement of emphasis on bringing honesty to advertising, or branding, I think you've missed the boat by claiming such lofty ideals for the generations emerging into adulthood. These are the generations hooked on video games and "reality" TV (the ultimate poser entertainments). These are the generations who hide behind avatars and made-up personae on MySpace, Facebook, et al. These are the generations who think they're being clever when they're really just reinventing the wheel (all you have to do is watch TV and movies by the youngest directors, for example). Sorry, your argument sounds good. But I just don't buy it. They are no smarter and no less easily bamboozled by con artists in politics or merchandising (assuming there's a difference...). While I applaud any movement of emphasis on bringing honesty to advertising, or branding, I think you've missed the boat by claiming such lofty ideals for the generations emerging into adulthood.

These are the generations hooked on video games and "reality" TV (the ultimate poser entertainments). These are the generations who hide behind avatars and made-up personae on MySpace, Facebook, et al. These are the generations who think they're being clever when they're really just reinventing the wheel (all you have to do is watch TV and movies by the youngest directors, for example).

Sorry, your argument sounds good. But I just don't buy it. They are no smarter and no less easily bamboozled by con artists in politics or merchandising (assuming there's a difference…).

]]> By: Push the Key » Blog Archive http://www.beneaththecover.com/2007/12/07/the-new-branding/comment-page-1/#comment-18729 Push the Key » Blog Archive Fri, 07 Dec 2007 09:23:54 +0000 http://www.beneaththecover.com/2007/12/07/the-new-branding/#comment-18729 [...] his article, The New Branding, Roy H. Williams observes, “Run that ad today and the steely-eyed question would be, “‘What [...] [...] his article, The New Branding, Roy H. Williams observes, “Run that ad today and the steely-eyed question would be, “‘What [...]

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