{"id":7563,"date":"2008-09-15T09:56:49","date_gmt":"2008-09-15T04:26:49","guid":{"rendered":"https:\/\/manuscrypts.com\/test\/brants\/?p=362"},"modified":"2008-09-15T09:56:49","modified_gmt":"2008-09-15T04:26:49","slug":"brand-new-media","status":"publish","type":"post","link":"https:\/\/manuscrypts.com\/test\/2008\/09\/15\/brand-new-media\/","title":{"rendered":"Brand new media"},"content":{"rendered":"

While reading up on the original premise of this blog – brands, I came across a couple of interesting articles that spanned both my interest areas – brands and social media. The first<\/a> was on Brand Accretion. Accretion is defined as “An increase by natural growth or addition”. Now, in this instant age, this would be considered a ridiculous thought. But to me, I’d prefer to take it as one more argument against the ‘only large campaigns’ approach that I see many brands take. You can read an earlier rant here<\/a>. A couple of tangential by products of an accretion approach could be brands being able to tackle the long tail more effectively, and being able to espouse causes with a long term vision, like environment-conscious efforts for example; in essence, a flexibility to scale up based on a dynamic business environment, and one that would help brands deliver their promise better, which will be critical<\/a>, as we go along.<\/p>\n

The other interesting post<\/a> I read was one that distinguished between new and social media. Now, quite honestly, they were very interchangeable terms to me, but I tend to agree with the post, and the way it distinguishes the two. The simple example would be this – a blog is new media, it becomes a social medium when there are comments and conversations that happen around a post.<\/p>\n

Both new and social media bring<\/a> out a lot of creativity, simply because of the innumerable sources it throws up. It acts as a perfect background to riff. Here are a few interesting ones I saw recently.<\/p>\n

This one<\/a>, by Idea is about a month old, and is here in case anyone missed it. Its called Rapchick Mumbaiyya test, and was a smart way to connect to the city, during the brand launch.<\/p>\n

Google did a cool marketing activity<\/a> to to takeover the Email and chat infrastructure of various education institutes in India. Read about it here<\/a>.<\/p>\n

Warner Bros has been doing some interesting stuff too – their ad-supported video on demand online network site “features full episodes of defunct series that gained cult status over the last decade. The WB.com is a new digital destination built from the ground up for the same 16- to 34-year-old audience that embraced the WB when it was a television phenomenon”. It has Buffy, roswell etc, but the bad news is that its only available<\/a> in the US. And i thought the web has no boundaries. \ud83d\ude41\u00a0<\/p>\n

And if Medianama’s thread of thought<\/a> is accurate, they might be doing some very cool stuff on Twitter, by creating The Joker there. But I’m not very sure of that one, since I also have the Riddler, Two Face and even Rachel Dawes following me now!!!<\/p>\n

The last one is from NIIT (via Alootechie<\/a>) , which has created a character called Preeti Technani, who has an Orkut profile<\/a>, a wordpress blog<\/a>, who is positioned<\/a> as a mentor, but manages to plug NIIT in between \ud83d\ude09 Lastly, here’s a clue <\/a>on how not to use social media.<\/p>\n

While on the context of social media, here are two great reads – one<\/a> is on getting people who don’t use social media to use it, and the other is on agencies of the future<\/a>.<\/p>\n

until next time, be social<\/p>\n","protected":false},"excerpt":{"rendered":"

While reading up on the original premise of this blog – brands, I came across a couple of interesting articles that spanned both my interest areas – brands and social media. The first was on Brand Accretion. Accretion is defined as “An increase by natural growth or addition”. Now, in this instant age, this would […]<\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2534,21,23,15],"tags":[2730,105,122,157,3477,3499,195,230,3883,4032],"class_list":["post-7563","post","type-post","status-publish","format-standard","hentry","category-advertising","category-brand","category-internet","category-social-networking","tag-brand-accretion","tag-google","tag-idea","tag-long-tail","tag-new-media","tag-niit","tag-orkut","tag-social-media-marketing","tag-the-joker","tag-warner"],"aioseo_notices":[],"post_mailing_queue_ids":[],"_links":{"self":[{"href":"https:\/\/manuscrypts.com\/test\/wp-json\/wp\/v2\/posts\/7563","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/manuscrypts.com\/test\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/manuscrypts.com\/test\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/manuscrypts.com\/test\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/manuscrypts.com\/test\/wp-json\/wp\/v2\/comments?post=7563"}],"version-history":[{"count":0,"href":"https:\/\/manuscrypts.com\/test\/wp-json\/wp\/v2\/posts\/7563\/revisions"}],"wp:attachment":[{"href":"https:\/\/manuscrypts.com\/test\/wp-json\/wp\/v2\/media?parent=7563"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/manuscrypts.com\/test\/wp-json\/wp\/v2\/categories?post=7563"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/manuscrypts.com\/test\/wp-json\/wp\/v2\/tags?post=7563"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}