I want to start a Mastermind, lead by Chuck Pennington, around launching Promoia.Tv on 10/10/10. I'm going to be in this Mastermind. There will be 6 slots available and you are expected to commit to being involved between now and next October, and if you can't continue, that's okay, too. Life happens. That's especially when we need to look for our #interconnectedness. And we only want Mastermind partners for this that can see themselves being successful at launching an Internet TV Channel called Pronoia.Tv
Liz Boswell proposes we begin by dividing brand subversion in Not-For-Profit vs For-Profit... Rogue Brand Subversions& Brand Appropriation
If your brand has been hijacked or subverted and Youneed"reverse branding"help... reach me on Twitter. I can help you diffuse energies faster than you can do alone... @BenMack
Rogue Brand Subversions(Not-For-Profit) 1984...WHO ELSE REMEMBER THESE BUMPER STICKERS? Brand Parody and Brand Vandalizing For entertainment purposes – the spoof is comic relief making light of “serious” things, talking about things that are sacred for profit & entertainment. (Martha Stewart Living Spoof Magazine) Brand Vandalizing can be categorized together with the
Parody or Spoof – the motive is sheer joy of iconoclasm and desecration. This is another form of entertainment. (Disney Vandalism) Stakeholders: Consumers, Cultural Critics, Politically or Artistically Motivated Outsiders, profit-motivated entertainers
Brand Satire – For protest purposes and/or bringing things to light about the subject, conscious-raising and political messaging. This is slightly darker than the lighter-hearted parody or vandalism. (Ad Busters Magazine, MindBomb.tv) Stakeholders: Cultural Critics, Politically or Artistically Motivated Insiders Brand Hijacking - The Willful Imposter – The purpose of hijacking a brand is to interact with the natural audience of the brand – to provoke a different response to the brand. (The Yes Men) Stakeholders: Politically or Artistically Motivated Outsiders
Brand Appropriation(For-Profit) Artists and others appropriate brands for aesthetic reasons. (Warhol, Dali) Stakeholders: Consumers, Cultural Critics, Politically or Artistically Motivated Outsiders, profit-motivated entertainers
Similar Animal: Commercial Counter-Branding Parasitic Branding - The creation of deliberate brand confusion, usually for the purposes of attaching to that brand’s profit stream. (Seattle’s Best) Stakeholders: Competitors, Vendors, other industry stakeholders, (Manufacturers, Retailers or Ad Agencies)
Brand Plagiarizing – Simple copycat of any brand equity elements for profit. (The Yellow Pages; when ALL of the competitors plagiarized the brand cues, they became category generic cues. Fashion Knock-offs) Stakeholders: Competitors, Vendors, other industry stakeholder, (Manufacturers, Retailers or Ad Agencies)
Controlled Parallel Branding (Counter Cultural) Companies try to generate news and end-run the subversion by creating “parallel brands” and hosting the “means of production” for its consumers: Subservient chicken – Burger King (show website & discuss uses) Whassup – Budweiser (show website & discuss uses)
The company creates a brand that lives separately,which can do things that the regular brand “can’t. This is the “idiotes” position in literature. Discuss the usefulness of this to a company. Stakeholder: The Original Brand Maker (Manufacturer, Retailer or Ad Agency)
I want to start a Mastermind, lead by Chuck Pennington, around launching Promoia.Tv on 10/10/10. I'm going to be in this Mastermind. There will be 6 slots available and you are expected to commit to being involved between now and next October, and if you can't continue, that's okay, too. Life happens. That's especially when we need to look for our #interconnectedness. And we only want Mastermind partners for this that can see themselves being successful at launching an Internet TV Channel called Pronoia.Tv
