… and products advertisement for branded content.

From drinks to content: Pepsi invests heavily in content production – not as mere branded content for advertising their branded bubbly drinks, but as a business model that leverages the popularity of the brand. The drink is  the product consumers pay for. While media houses pay for branded content, which consumers like all along with the drinks. The drink becomes an advertisement for the content and the other way around.

PepsiCo, the food and beverage manufacturer, believes its new in-house studio – called the Creators League – could soon help its major brands “fund their own marketing” by selling content to media companies.

From the marketing newsletter warc. The article is citing Brad Jakeman, President/Global Beverage Group at PepsiCo:

“My ultimate goal is for our billion-dollar brands to actually fund their own marketing, so that we leverage the equity of the brand to produce content which we then sell [and] which we can then put back into the marketing for those brands …

As hinted at by these provisional figures, the Creators League has the potential to turn PepsiCo into a significant seller of media, not just a buyer of it. …

One part of the content centre is actually leveraging our brands to produce content, which we then sell to media platforms…

And it’s a very interesting thing, because it changes the relationship we have with the media from people to buy media to a company that sells content…

Some of those brands – like Pepsi, and Doritos, and Gatorade – are really themselves enormous platforms for content”

That process is facilitated by the financial muscle and unique marketing assets possessed by PepsiCo’s slate of billion-dollar brands, according to Jakeman.

Welcome to the world of brave new branding. How to de-brand this complete pervasion / perversion?

Source: “PepsiCo’s new content model” on warc.com

UPDATE:

0)

Brad Jakeman, President/Global Beverage Group at PepsiCo,
http://www.warc.com/LatestNews/News/EmailNews.news?ID=37048
“Instead of five pieces of content a year, a brand like Pepsi needs about 5,000 pieces of content a year,” he said.

1)
Dana Anderson, SVP/CMO of Mondelez International – the owner of brands such as Oreo cookies, Honey Maid graham crackers and Trident gum – discussed this topic at the 2016 Cannes Lions International Festival of Creativity. “The thought is: If we like to make ads that we think are so wonderful and people would like to watch, why don’t people have to pay to watch? Can you make content that’s great enough for somebody to pay to watch?” she said.http://www.warc.com/LatestNews/News/EmailNews.news?ID=37157

2)
Niantic CEO John Hanke told the Financial Times earlier this week that monetisation options included “sponsored locations“, with businesses paying the developer to become locations within the virtual game board – “the premise being that it is an inducement that drives foot traffic”.
And Redditors who have examined the game’s code claim that burger chain McDonald’s is already lined up as one of the first sponsors, with one telling Gizmodo “it looks like they’re going to hold a promo with McDonald’s which’ll turn them into all gyms”.
“Gyms” and “Pokéstops” are real-world places where players can spot and train Pokémon characters.

Some retailers are already utilising “lures” – which can be bought in the game to attract Pokémon characters to specific locations – to attract people to their stores.

One coffee chain franchise owner told Ad Exchanger that half of his locations had PokéStops in their geo-range. “We’ll be measuring the difference in foot traffic at certain times between those with lures and those without,” he said.

“I can tell you already though that at the locations where we have been keeping lures open all day, it’s the best ROI we’ve ever spent on marketing.”
https://www.warc.com/LatestNews/News/Retailers_tap_Pok_mon_Go.news?ID=37082

http://www.ft.com/cms/s/0/75942b12-48ba-11e6-b387-64ab0a67014c.html#axzz4FmVfEOQ2

… also her damit, für ein Magazin, dessen nächste Ausgabe zum Thema Macht* mit einem coolen Video von Graw Böckler beworben wird. Kunst ist schön, macht aber viel Arbeit” … dabei sollen die Macher zumindest nicht drauf zahlen. Also, bitte, unterstützt die Leute von 39null, damit sie so schön weiter machen können. Auf zur Crowd-Funding Kampagne!

* mit dabei: Eine Anleitung zu Selbstverteidigung gegen die Macht von Images und Brands.

“Die Süddeutsche wird ja immer besser: Jetzt koordinieren sie bereits Titelbild mit Werbebeilage auf erfrischend subtile Art und Weise.” schreibt Frank Hutter heute Frueh via Email.

Das erinnert mich an eine alte Arbeit von simonex, die collection esthetique (Web’Kunst anno 1999), die auch Aehnlichgkeiten von Bildern aus Kriegsdarstellungen und Mode sichtbar macht.

Intelligent pattern recognition connects images of people and brands with users in the “social web”. Imagine this combined with frictionless sharing of daily life – the Inter-Face between online and offline Identity.

image by ditto

Though the system doesn’t necessarily identify individuals in their corporeal form, it can pinpoint the top influencers on a given social network and give their online identities to companies looking to partner with their biggest fans in promotional campaigns. […]
… users are being sold off to the highest bidder, without any kind of tangible return.
Founded in 2007, Tumblr has long been a sanctum for misfit millennials meticulously crafting identities for themselves by posting and sharing images. Surely it was only a matter of time until the site figured out a way to monetize its sizable cultural cachet, but for a platform that prides itself on facilitating self-expression and a degree of anonymity, it’s an unsettling move at the very least.

thanks Matteo for the link

… then this video is a interesting mirror = the Mad Max of privacy. Hope we find other ways to get back privacy and other civil rights.

Thank you Matteo for link and observation!

den 3 Grundsätzen vom Unternehmer Heini Staudinger (GEA) ist nichts hinzuzufügen, außer vielleicht eine Übersetzung für unsere norddeutschen Freunde ;)

1. Geh, scheiss di ned oa (“Fürchte Dich nicht” würde Jesus sagen ;)

2. Bitte sei ned so deppert (“Sei nicht Naiv, sondern probiere alles gut abzuwägen”)

3. Lass di leitn von da Liebe (“Let Love Rule”)

und ganz nebenbei sagt der Heini ein paar Schlaue Sachen über Branding und Werbung.

Peter Weibel & Co sind wieder cool. [danke, Evy für den Link]

Monopoly Empire = Brand Empire
With its new edition the classic capitalist game MONOPLOY finally became contemporary.

But it’s better than a parody. Monopoly Empire is the logical culmination of decades of Monopoly games that bear the name of eras, cities, and pop cultural icons. It’s not a bastardization of the series, it’s the series in its purest form, holding up a dark mirror to the muddled excesses of late capitalism. When everything is a brand, the most subversive thing of all is to lay out what you’re doing in its baldest form.
Monopoly Empire is a commentary on all the games that have come before it. It looks your Lord of the Rings special edition in the face and says “We’re not so different, you and I.” It forces you to confront the difference between a beloved cultural icon and a piece of marketing schlock.
The Batman edition? Just a brand. Marvel? Just a brand. The NFL? Just a brand. Star Wars? Just a brand.

Adi Robertson on the verge

A parody of capitalism cannot be more krass than capatilism itself, but parodies of communism can. Just listen to the communist Känguru and Marc-Uwe Kling playing MONOPOLY in a way that meets the logic of Communism. Really funny! (in “Die Känguru-Chroniken” by Marc-Uwe Kling). Benedikt Sarreiter writes on SZ-online that the original idea of MONOPOLY was to criticize capitalism. This comes as a surprise, i guess not only for me. It seems to be another proof that it is impossible to make a parody or satire of capitalism. Critic of capitalism has to be serious it seems, as if for a satirist it might be impossible to take capitalism of over the top. Capitalism is doing this on a daily basis, without any parodistic intentions.
But citic of capitalism at least can be entertaining, moving and (unintentionally) funny, like one of my favorites: Slavoj Žižek talking within an Occupy Wallstreet Session (thanks to Daniela for the link).

…but always worth a quick look.

… even if it is not any more subversive, but only a kind of viral advertising of stocklogos.com. Seems to work ;) Thanks Matteo for the link.

Logo manipulation seems to be back again: “How i see it” = Visual Identity Correction

from behance.net.
more on de-brand.net softdrink (pepsi)

müh geht gegen null (Deutsche Bank),
zevs liquidated logos, etc.