reverse product placement
Post on 21-Oct-2014
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A fascinating presentation on reverse product placement (duff Beer)TRANSCRIPT
Dr. Laurent Muzellec
Dr. Theo Lynn
Brand Precession
(Reverse product
placement) : branding in
fictional and virtual
environment
Is it computer-synthesized?
Is it what is in our head?
Brand Content &
Emotional Branding
• Content produced by a brand" that is not directly linked
to the brand product or service. Therefore it can't be
just a promotional message produced by a brand. But
it can involve a lot of "types of content".
Brand Content Project: http://www.nowness.com
From Real to Fiction
Interactive Product
Placement
Reverse Product
Placement
Fro
m R
eal t
o Virt
ual
Brand Precession and
Reverse Product Placement
So WHAT
ARE THOSE BRANDS?
where are the brands?
Fic
tio
nal b
ran
ds a
re t
here
if
yo
u lo
ok f
or
them
in
film
s…
…on television…
…and in books
...Computer-synthesized brands are in computer games…
…an
d v
irtu
al w
orl
ds
…but are they truly brands?
what is a brand?
“a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”
Brown, 1992“nothing more than the sum of all the mental connections people have around it”
Schlossberg, 1990“asset of the firm” which derives revenue for its owner ”
brands vs brand potential
brand potential is not brand reality
Are
all
vir
tua
l b
ran
ds
pro
tob
ran
ds
? Aimee Weber
1. A Name, logo and symbol
2. Mental images (=associated with cool virtual design)
3. First Avatar legally protected (registered trademark as of 2008)
4. Generates revenue for owner - Alyssa LaRoche
See: www.aimeeweber.com
Q: How can you capitalise on
consumer’s emotional attachment?
A. Create a HyperReal Brand
Brand Precession: determining protobrand potential:
• Can the brand aura be fomented entirely in the virtual prior to tangibilization or
productization in the real physical world?
• Can the brand sufficiently capture the imagination and emotional attachment of
real consumers in the real physical world?
Protobrands: a commercial opportunity to
exploit or…
Reverse Product Placement (Hosea, 2006)
Th
e R
eb
ran
din
g o
f 7
-ele
ve
n
• Registered Trademark by Rodrigo Contreras in Mexico in 2008
• Haacht produce and andsuccessfully markets a real beer with a real taste
…threat to mitigate
Brands in real and
virtual worlds
Brand Precession: Proposed Levels of
Abstraction
Triple Play Brand: a virtuous
circle of brand
reinforcement
towards a praxis of brand
precession