Talking to reporters in Cannes, CBS (CBS-A) boss Leslie Moonves communicated a lot about the strategy of the company and new media.
One thing he mentions that's worth talking about is branding in the new entertainment world.
Moonves said concerning TV shows, for example, that people for the most part no longer remember what network provides them, but the shows themselves are the brands.
This is one of the things we need to remember in our online efforts. It's not that brands are dead, as some have asserted, it's that what a brand is has changed.
A way that can be applied in whatever we do in online marketing, is to consider that the niche we serve itself is the brand. Those that serve a niche can brand themselves within it, rather than brand as a company.
An example would be the Walt Disney Co. (DIS). While they have a ton of properties and characters they offer to consumers, each one has a distinct personality. People follow the character and story, rather than if it is from Disney. While people understand it's from Disney, it's not the key reason why they will watch, visit or interact with it.
That's why Pixar, before Disney bought it, out-Disney'd Disney. They served the same niche, but were able to tap into what the core audience wanted. The brand didn't matter, but the branded material and story within the niche is what mattered.
Brands are still important, but it's migrating to specific products and content, rather than who made it.
If we misunderstand that, we'll market our company, rather than the product or service the consumer now considers the brand. That means we'll be marketing the wrong thing if we pursue that course of action.
What people consider Brands has changed. Those understanding that will flourish, as they market to what the consumer perceives as a brand, not what the company thinks it is.
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