branding in the age of social media
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Questions and Answers

What was a significant factor in brands being able to buy fame in the past?

  • The lack of competition from other brands
  • Limited access to entertainment options for consumers (correct)
  • The widespread use of social media platforms
  • The high cost of advertising in traditional media

    • The emergence of new technologies like DVRs and the internet has made it easier for brands to buy fame.

    False (B)

    What is a key way brands succeed in culture?

    By breaking through in culture

    Brands used to be able to buy fame by sponsoring events and attaching themselves to ______ content.

    <p>successful</p> Signup and view all the answers

    Match the following technologies with their impact on brand marketing:

    <p>Cable networks = Limited consumer control over advertising DVRs = Allowed consumers to skip commercials Internet = Expanded consumer access to content and reduced reliance on traditional advertising Social media = Created new platforms for brands to engage with consumers directly, although it also made brands less significant</p> Signup and view all the answers

    Which brand was initially marketed in Europe and Latin America but later adopted lad culture branding?

    <p>Axe (B)</p> Signup and view all the answers

    Old Spice's campaign featured a former professional athlete as a spokesperson.

    <p>True (A)</p> Signup and view all the answers

    What is the term used to describe the strategy used by Axe, Old Spice, and Dove?

    <p>Cultural Branding</p> Signup and view all the answers

    The Axe Effect campaign pushed to extreme levels politically incorrect ______.

    <p>sexual fantasies</p> Signup and view all the answers

    Which brand is associated with a body-positive message?

    <p>Dove (C)</p> Signup and view all the answers

    Match the following brands with their corresponding ideologies:

    <p>Axe = Lad Culture Old Spice = Parody of Masculinity Dove = Body-Positive All of the above = Cultural Branding</p> Signup and view all the answers

    Dove was a popular brand before embracing the body-positive message.

    <p>False (B)</p> Signup and view all the answers

    What medium was crucial in the spread of these brands' ideologies?

    <p>Social Media</p> Signup and view all the answers

    What was a primary challenge for companies in brand building during the era of social media?

    <p>Limited engagement with customers (A)</p> Signup and view all the answers

    Companies effectively utilized traditional media for branding as they did with social media.

    <p>False (B)</p> Signup and view all the answers

    Who is the author of 'How Brands Become Icons: The Principles of Cultural Branding'?

    <p>Douglas Holt</p> Signup and view all the answers

    Companies aimed to create __________ content to engage directly with consumers.

    <p>branded</p> Signup and view all the answers

    Match the following advertising phrases with their corresponding brands:

    <p>I Can’t Believe I Ate the Whole Thing = Alka-Seltzer Frito Bandito = Frito-Lay Creaming Joe Namath = Noxema Connecting with Consumers = General Concept</p> Signup and view all the answers

    What strategy did companies employ to try to win over audiences?

    <p>Branded content (B)</p> Signup and view all the answers

    The effectiveness of branded content has remained steady over the years.

    <p>False (B)</p> Signup and view all the answers

    What did the companies invest billions in during their digital strategy?

    <p>Branded content and social media engagement</p> Signup and view all the answers

    Who is PewDiePie?

    <p>A YouTube content creator known for video game commentary (C)</p> Signup and view all the answers

    E-Sports has a fan base of over 100 million people.

    <p>True (A)</p> Signup and view all the answers

    What is the primary focus of Coca-Cola's marketing strategy called 'Liquid & Linked'?

    <p>Content excellence</p> Signup and view all the answers

    PewDiePie has more than _____ million subscribers on YouTube.

    <p>41</p> Signup and view all the answers

    Match the following YouTube channels with their content type:

    <p>PewDiePie = Video game commentary Dude Perfect = Trick shots and athletic feats VanossGaming = Gaming videos Twitch = E-Sports broadcasting</p> Signup and view all the answers

    Which company acquired the E-Sports network Twitch?

    <p>Amazon (D)</p> Signup and view all the answers

    Coca-Cola's website was transformed into a traditional static site.

    <p>False (B)</p> Signup and view all the answers

    What is Dude Perfect known for?

    <p>Making videos of trick shots and goofy improvised athletic feats</p> Signup and view all the answers

    What is a key aspect of Chipotle's success?

    <p>Taking on the preindustrial food ideology (D)</p> Signup and view all the answers

    Chipotle launched an animated film in 2011 that criticized industrial farming practices.

    <p>True (A)</p> Signup and view all the answers

    What book published in 2001 challenged the industrial food system?

    <p>Fast Food Nation</p> Signup and view all the answers

    The Cold War influenced changing ________ ideals.

    <p>masculine</p> Signup and view all the answers

    Match each brand strategy with its description:

    <p>Cultural branding = Inverting marginal ideologies Fast food ideology = Standardized production processes Preindustrial food ideology = Natural and traditional food practices</p> Signup and view all the answers

    What effect did the rise of branded food items in the early 20th century aim to achieve?

    <p>To appeal to upper-middle-class men (D)</p> Signup and view all the answers

    Chipotle's cultural branding approach focused solely on masculinity.

    <p>False (B)</p> Signup and view all the answers

    What major oversight was involved in the Industrial Food system as described?

    <p>Overseen by the Food and Drug Administration</p> Signup and view all the answers

    Which of the following best describes the marketing strategy used by Chipotle for their films?

    <p>They used small media buys and social media to impact a wider audience. (C)</p> Signup and view all the answers

    Chipotle's films were well-received due to their originality and uniqueness.

    <p>False (B)</p> Signup and view all the answers

    What subcultures have emerged around organic farming?

    <p>Advocates of evolutionary nutrition, paleo diets, sustainable ranchers, environmental activists, urban gardeners, and farm-to-table restaurants.</p> Signup and view all the answers

    Chipotle opened a taqueria that resembled __________.

    <p>Chipotle</p> Signup and view all the answers

    Match the food movements or concepts with their descriptions:

    <p>Community-supported agriculture = Collaborative farming model Paleo diets = Emphasis on ancestral eating patterns Urban gardening = Growing food in city environments Sustainable ranching = Ranching practices that focus on environmental health</p> Signup and view all the answers

    What operational challenge does Chipotle face with their commitment to fresh food?

    <p>Delivering perishable fresh food effectively. (C)</p> Signup and view all the answers

    Chipotle has faced issues with food safety, including E.coli contamination outbreaks.

    <p>True (A)</p> Signup and view all the answers

    What recognition did Chipotle’s films achieve at the Cannes advertising festival?

    <p>Each won the Grand Prix.</p> Signup and view all the answers

    Study Notes

    Branding in the Age of Social Media

    • Brand building is a challenge in the era of social media
    • A decade ago, companies anticipated a golden age of branding, utilizing creative agencies, technologists, and digital approaches (viral, buzz, memes, form factor).
    • These efforts yielded little payoff.
    • Brands struggle to gain consumer interest due to audience opt-out from ads.
    • Brands need to break through cultural barriers and generate cultural relevance
    • Brands must compete directly with entertainment content.
    • Digital crowds are powerful cultural innovators (crowdculture).
    • Crowdculture changes the rules of branding.
    • Branded content strategies often fail due to crowdculture's capacity for generating creative entertainment.
    • Cultural innovation often originates from marginalized groups and challenges mainstream norms.

    Amplified Subcultures

    • Today's crowdculture thrives around diverse topics (espresso, American Dream, Victorian novels).
    • Social media democratized these subcultures, facilitating seamless interactions across web, physical, and traditional media.
    • Crowdculture facilitates new ideas, products, and aesthetics.

    Turbocharged Art Worlds

    • Producing entertainment (e.g., musicians, filmmakers) requires art worlds (collaborative environments).
    • Social media boosted art worlds, drastically increasing participants and speed.
    • Crowdculture is now a prolific innovator.
    • Rapid cultural prototyping enables immediate feedback and iterative content improvement.

    On Social Media, What Works for Shakira Backfires for Crest and Clorox

    • Many companies, despite significant investment, struggle to gain consumer interest and engagement on social media.
    • Consumer interest in branded content is limited, often viewing it as clutter or brand spam.
    • Brands need to collaborate with crowdcultures and champion their ideologies.

    How Cultural Branding Builds Icons

    • Iconic brands are cultural innovators, championing new ideologies that resonate with customers.
    • Premium loyalty, superior sales, and free media coverage are achieved.
    • Two dominant branding approaches (mindshare/purpose branding) are inadequate.
    • Cultural branding provides an alternative
    • Jack Daniel's transformation from near-bankruptcy to premium whiskey illustrates this approach.
    • The brand connected with cultural changes (masculine ideal shift, Western ideology).
    • Cultural branding leverages crowdcultures.

    Competing for Crowdcultures

    • Brands often chase trends, a commodity approach that hinders consumer engagement
    • Brands can stand out by targeting novel ideologies from crowdcultures (a point of view distinct in an overloaded media environment).
    • Examples include Dove's body positivity, Axe's lad culture, Old Spice's hipster associations.
    • Cultural branding is central to success on social media.

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    Branding in the Age of Social Media 2016 PDF

    Description

    Explore the challenges and strategies of branding in today's social media landscape. This quiz delves into how brands must adapt to cultural innovations and consumer preferences influenced by digital crowds. Understand the impact of subcultures and the critical need for cultural relevance in branding.

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