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Discussing, and looking for, what is relevant in, and the relevance of, graphic design.
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Displaying opinions, and focusing solely, on corporate and brand identity work.
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Coralling the most relevant and creative on- and off-line bits that pertain to the design community – and said community is openly invited and encouraged to add their hard-earned links.
Malleable Branding: Realising the Potential of Online Social Networks and User Generated Content
By Dan Newman
Thesis, Wanganui, New Zealand 2006
Abstract
The emergence of new technologies alongside the change in consumer behaviour (specifically their use of online social networks and newfound creative ability) has led to advances in how consumers interact with brands. These advances will require a new strategy on how existing and future brands will be managed, advertised and designed. Future identity designers, marketers, advertisers, brand strategists and business leaders will need to understand these changes and why countless brands have a lack of malleability.
Brands that lack such malleability will struggle to create or maintain brand awareness in a new consumer market driven by revolutionary technology. Without realising the potential of online social networks and user generated content, existing brands will fail to move into the ‘conceptual age’, where malleability will be vital in their success.
Full Text
To read Dan Newman’s full thesis please download:
Malleable Branding: Realising the Potential of Online Social Networks and User Generated Content [PDF 3.53 Mb]]
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