|What Would Consumer-Generated Marketing Do For Media Brands?
A media critique by Wayne Friedman, Friday, July 22, 2011
A new study from MTV research says that, more than ever, young digital consumers are well-versed in manipulating video, text, and ideas when it comes to their favorite brands.
But what about traditional media brands? Re-inventing media logos, taglines, and overall direction would be unique. Still, this may not be much of draw for traditional TV networks. Unlike cable networks, broadcast networks don’t really have big brand campaigns to begin with. Much of their efforts are concentrated on the brands of their individual shows.
Still, newer media companies are always open to changeable ideas. We see how Google regularly changes its home page logo — depending on the season or whatever. Of course, this isn’t letting consumers change its brand. But the whimsy is noted.
In the past, many TV and film producers have mused they might just be “instigators” of entertainment content, not “finishers” of it. For example, they might let consumers vote on storylines or character changes.
Nick Shore, senior VP-strategic consumer insights and research at MTV, scratches his head, and we do the same: “What would it mean for a brand, we wondered, to be engaged in a process of constantly curating and refining its identity, especially in this online environment…?”
He didn’t mention media brands, per se. But entertainment is a natural attraction.
“The world doesn’t just talk back, it hyper-responds, and is engaged in a powerful and intense feedback loop. Is your brand engaged in a thousand points of conversation — listening and responding?”
Sounds complicated. The listening is perhaps the easier chore. Assimilating all new marketing ideas through the big and busy social media cement mixer is the harder job.
What Would Consumer-Generated Marketing Do For Media Brands? A media critique by Wayne Friedman