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Consumers, Culture, Media, and Brands - Guest lecture pt. II

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Henri Weijo
Henri Weijo

How consumers have evolved as readers of media texts and what this means for brands. A guest lecture by Henri Weijo (http://www.facade.fi) at the Helsinki School of Economics. Course: Brands in Strategic Marketing.

Business
1 of 31
Consumers, Culture, and Media How consumers have evolved as readers of media texts and what this means for brands
So where were we? ,[object Object],[object Object],[object Object]
Consumer ,[object Object]
Logic for segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
How people buy (1/2) ,[object Object],[object Object],[object Object],[object Object]
How people buy (2/2) ,[object Object],[object Object]
CLUTTER
Advertising and clutter (1/2) ,[object Object],[object Object],[object Object],[object Object]
Advertising and clutter (2/2) ,[object Object],[object Object],[object Object],[object Object],[object Object]
(Almost) complete freedom of identity expression
An endless supply of identities ,[object Object],[object Object],[object Object],[object Object]
An endless supply of identities ,[object Object],[object Object],[object Object]
What is media literacy? ,[object Object],[object Object],[object Object]
What is media literacy? ,[object Object],[object Object],[object Object],[object Object]
Jenkins - Convergence Culture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Culture in media literacy ,[object Object],[object Object]
Pop culture and storytelling ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pop culture and storytelling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
There were 13 pop culture references (TV shows, movies, music) in the episode – more than 1 every 2 minutes
William Shatner‘s performance of “Rocketman” at the 1978 Science Fiction Film Awards was duplicated frame by frame in a 2001 Family Guy episode.
Coca-Cola’s “Mean Joe Greene” ad is one of the most famous and successful ads of all time (and featured in Holt’s “How brands become icons” as an example of cultural branding)…
… and it was spoofed by Pepsi over 20 years later in their own version with David Beckham.
Nike’s commercial for Jordan XXI featured young players from around the world re-enacting classic Michael Jordan traits as well as some classic highlights. The ads storytelling works as a “normal” cultural branding ad with Nike’s performance myth, but the references are a special nod to culturally literate insiders.
A word to the wise ,[object Object],[object Object],[object Object]
Hot topics for the future ,[object Object],[object Object],[object Object],[object Object]
Appendix
Comp. Env. concepts 1/4 ,[object Object],[object Object]
Consumer concepts 2/4 ,[object Object],[object Object]
Consumer concepts 3/4 ,[object Object],[object Object]
Consumer concepts 4/4 ,[object Object],[object Object]
Participating in Conv. Culture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Consumers, Culture, Media, and Brands - Guest lecture pt. II

  • 1. Consumers, Culture, and Media How consumers have evolved as readers of media texts and what this means for brands
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  • 10. (Almost) complete freedom of identity expression
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  • 19. There were 13 pop culture references (TV shows, movies, music) in the episode – more than 1 every 2 minutes
  • 20. William Shatner‘s performance of “Rocketman” at the 1978 Science Fiction Film Awards was duplicated frame by frame in a 2001 Family Guy episode.
  • 21. Coca-Cola’s “Mean Joe Greene” ad is one of the most famous and successful ads of all time (and featured in Holt’s “How brands become icons” as an example of cultural branding)…
  • 22. … and it was spoofed by Pepsi over 20 years later in their own version with David Beckham.
  • 23. Nike’s commercial for Jordan XXI featured young players from around the world re-enacting classic Michael Jordan traits as well as some classic highlights. The ads storytelling works as a “normal” cultural branding ad with Nike’s performance myth, but the references are a special nod to culturally literate insiders.
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