branding cultural entertainment
TRANSCRIPT
branding cultural entertainment
John Verhoeven
MSc. Brand Management
Fontys International, Event, Music &
Entertainment Studies
(IEMES)
a short & fast presentation on branding
what is a brand?
“…a brand is a intangible but critical component of what an
organization stands for…”Scott Davis
what is branded entertainment?
“…the practice of tying a brand name to an
entertainment property with seamless integration and a
natural fit…”
why should we brand cultural entertainment?
1. people face a dizzling array of choices
2. cultural products drift towards commoditization
3. a brand differentiates the cultural product from
similar offerings
me!me!me!me!
me!
me!
me!
me!
me! me! me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
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me!
4. a brand reduces the need to compete on
price or donations
5. a strong brand gives employees a focus
and sense of purpose: why are we here
the goal of a brand is to establish a monopoly
position for a non-core attribute in the mind of
an individual….
but how do we do it?
choose a nameunique, short,
easy to say, easy to spell
create a logodesign, colour, tagline
always be consistentpersistence does pay off
use the right facescelebrity endorsement
give a brand meaning we are this not that
try to work together
give me your brand and you get mine
explore new entertainment
digital games
you tube
big screen movie
webbased communities
new conceptsblend it all together
a red case
discussion time
1. selling red branded goods is actually an easy
way to buy off social responsibility while
strengthening the ties a consumer has with a
corporate brand
2. millenium goals are great money makers for brands
3. after all the red concept is still charity, because
its success still depends on the eagerness of the consumer to buy charity
related products
4. it would be better if multinationals would
donate money directly into cultural or charity funds
without using the red concept to stimulate the selling of their brands
thank you