How paradigm shifts in World Wide Web versions directly influence major changes in brand models and the branding practices attached to them
Abstract
Paradigm shifts in digital media, specifically the World Wide Web, directly influence paradigm shifts in brand models and the branding practices attached to them. This paper explains the transformation in brand models that is being driven by the move from Web 2.0 to web3 and the implications of the transition from a participatory Internet to an ownership Internet. The full implications are significant and still evolving, but one of the biggest challenges for brand owners and managers is the continued shift from centrally managed and owned brands to distributed collaboration, contribution and ownership for brands. This paper proposes that this may require moving from conceptualising brands as monolithic entities and instead viewing them as modular collections of attributes and assets that can operate and evolve independently yet are still able to resolve into a unified idea or set of ideas. Looking at emerging ideas in art and creativity, this paper presents a set of potential implications for the future of the brand. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/
The full article is available to subscribers to the journal.
Author's Biography
Adrian Ho is the Chairman and a founding partner of Zeus Jones, an 18-year-old brand innovation company built around the belief that brands are defined by the things they do, not the things they say. Zeus Jones’ work has been recognised by the American Institute of Graphic Arts, Jay-Chiat Awards, Communication Arts, The New York Times, South by Southwest Innovation Conference and Fast Company. It has been featured in a number of books on design and marketing, including ‘Communication Design: Insights from the Creative Industries’, ‘Paid Attention: Innovative Advertising for a Digital World’, ‘Brandstorm: Surviving and Thriving in the New Consumer-Led Marketplace’ and ‘Connecting With Consumers: Marketing For New Marketplace Realities’. He is recognised within the industry as a pioneer in helping to transform branding thinking and practice for the digital era. Previously, Adrian held strategy positions with a variety of other brand advertising firms including J. Walter Thompson, Anderson & Lembke, Goodby Silverstein & Partners and Fallon. He served on the AAAA Account Planning Committee and co-chaired the creation of its international awards programme. Adrian has won numerous industry awards, including effectiveness awards and Institute of Practitioners of Advertising. He has spoken extensively on modern, digital branding and experience design at conferences worldwide. Additionally, he taught digital marketing as an MCAD adjunct professor.
