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Branding

DREAMLAND

By | BrandCulture, Branding, UCLA, Uncategorized | No Comments

Four Seasons Magazine 2014 a portrait

By steven Beschloss Photography by  Dave Lauridsen

FOUR SEASONS MAGAZINE / ISSUE 2 / 2014

In the early morning hours, a soft, rose-grey fog rolls in from the Pacific Ocean, shrouding beach communities like Santa Monica and Venice in a moist murmur. By noon, the warm sun will burn away the clouds, but that gentle feeling often lingers, dewdrops on leaves, reminding residents of nature’s presence amid the urban setting. This is one of those special, seemingly immutable things about living in Los Angeles—just one of many reasons people come and stay. “Over the last five years, LA has experienced its share of tumult, dealing with a troubled national economy and a fresh wave of Californians heading eastward for new opportunities. People began to wonder and worry: Could it be that LA, which has exerted such a powerful pull on the global imagination, was losing its sway? More than a century after Hollywood began spinning out stories here, was this town still a magnet for dreamers and a window to the future? ”  Through a series of portraits, we take the city’s pulse to rediscover what draws people here, and what keeps people here. A marketing mogul, a radio personality, a painter, an acting coach, an environmentalist, a musician. What we find with each is an intensified entrepreneurial mind-set, in which there is rarely one singular path to success. This is enriched by a city that inspires—indeed, demands—passionate self-expression. With an openness to new ideas, an expanding sense of possibility and a readiness to work hard, these ambitious Angelenos are not looking back at the city that was, but looking forward to what can be. Read More

Finally a Sustainable Idea

By | Branding, Licensing, Uncategorized | No Comments

“Our industry is global and powerful because of its reach across multiple industries. Many would suggest that the responsibility rests within each sector of business. Others don’t really care. However, before we get influenced by any single entity or regulated by the government, perhaps we could take a defining step in shaping our own economic, social and environmental responsibility.

After all, sustainability, even if regarded as enlightened self interest, is ultimately about survival; both personal and profession.”
—Ken Markman

Read More

A wake up call for the Licensing Industry! The iPad has just moved your cheese:

By | Branding, Licensing, New Media | No Comments

IPad Poised to Revolutionize Retail Industry
Affecting Everything From Catalogs to E-Commerce

No one in the Licensing Industry is talking about the immersive, experiential revolution that is playing out in front us. For the most part, few within the industry understand what they are watching… because they are either not part of the revolution or they are functioning with old skill sets, dogmas, or institutional systems.

Get a grip and take careful note.

http://adage.com/digital/article?article_id=143416

We are deeply seeded, as a company, in the Digital realm: from content to commerce. It fits well within our core capabilities of brand building and monetizing potential.

Hanging Around A Newsstand : A Window on Culture

By | Branding, New Media | No Comments
photo by Eric E. Johnson

photo by Eric E. Johnson

I remember walking to work in Manhattan and glancing at a Newsstand’s cascading color pallet of magazine covers.  Pure eye candy; a bespoken world of words and pictures with all  those visual images screaming at you.

Hey! Choose Me; Choose Me!

Every masthead meticulously quaffed and designed to capture: size, shape and color to perfection.

The result?  Being able to assimilate pop culture in about three seconds … a Blink.

Cosmopolitan was an early adopter, thanks to Scavullo and Helen Gurley Brown, who together redefine women and fashion in the ‘70s. It established itself as a brand for women: attainable, albeit dramatized: the Cosmo Girl. ? Its counter was MS magazine fueled by Gloria Steinem.  Other influence came from Conte Nast which made a science of melding titles with branded content. Clay Felker did the same with New York Magazine. Time made it an art; National Geographic made it an industry. Life magazine made it our window to the world. It was literally larger than life and proved it. Then, Vanity Fair and Anne Leibovitz’s glorious gate-fold front covers made a clarion call to pop culture and Vogue made its indelible brand mark necessitating advertisers to participate within its pages or perish.

Women's Magazines on News Stand

So, what happens now after a century of published Brand building and recognition?

Reinvention is calling. Every corporate identity designer, editor and photo-journalist is reimagining their art form.

Today, iPad is the publisher and the iconic branded mast heads of the past are now chapter headings.

That of course is all going to change. What fun it will be to see how it manifests itself and which brands retain their resonance and relevance.

Click here to read more: http://www.apple.com/ipad/ready-for-ipad/

Don’t look now, but the iPad just stole your brand.

By | Branding, New Media | No Comments

Don’t look now, but the iPad just stole your brand.

Lines this weekend stretched for blocks around stores in New York and Los Angeles. 700,000 units are estimated to have been sold. That’s a big number. Everyone is talking about it as a technology and social phenomena.

Not since 1450 has technology become such a cultural event. Back in its day, moveable type was a revolutionary technology: it recorded the Renaissance, Reformation and the Scientific Revolution and laid the material basis for the modern knowledge-based economy to education and inform the masses.

But, in 1450, it was about ideas. Not the paper it was printed on or its packaging. There is the issue and the problem. The iPad is only the package and it has superseded the content and the power of the print brand.

Today it’s about the packaging, not content.

We seem to like this process. Remember when Vaudeville was repackaged? They called it Radio and when it was repackaged it became television.

If you are a journalist, a writer or an artist, are you losing your voice to repackaging?

In an attempt to deliver “eye candy” for the sake of attention, are we commoditizing the value of the message? When did content, that was king, become the present?

Don’t let the creative get in the way of your message and commoditize your brand.

iPad ABC iPad NPR iPad Men's Health

Publications dedicated to print and digital media, need to protect their Intellectual Capital, not simply repurpose it in another medium. In doing so they are diluting their core brand .

iPad USA Today iPad WSJ

You keep score. Media brands on the iPad from Day one.

Issue:

How should I leverage new technology to enhance my core brand?

Here is a review of the current status. Click here to read more.

http://adage.com/mediaworks/article?article_id=143115