Sunday 26 April 2009

Brands – Virtual is Reality

‘Virtual space’ has proven itself to me more real than tangible space. What I mean by this is that, with a magazine or a broadcast advert, the life of the message is as long as the broadcast or however long the tangible is kept; once a magazine is thrown away or once an ad has aired, so too is the message. ‘Virtual space’ is the sanctum for messaging to become immortal.

The Cadbury’s Gorilla ad was aired back in August 2007, yet it still received regular views and discussion related to it. Have a look at the video I have immortalised below, the last comment post at the time of my writing was but a few hours prior). Not only does it retain its buzz but also thanks to its permanent and replicated presence on the internet, occupies potentially infinite ‘virtual’ real estate. Short of framing an advert from a magazine and using industrial grade ink retainer this wouldn’t be possible with magazines – and before the smart alecs start with the microfilm angle, it still wouldn’t be able to reach or more importantly, BE reached by so many from so many places with a click.



Be it on work emails at lunch, on Facebook or through Twitter tweets, the internet has provided us with a central place for sharing and discussion. YouTube links and tiny URL links fly about more frequently than Jack Bauer has bad days. We no longer appear to need tangible media to show and tell intellectual content with our friends; CTRL + C > CTRL + P and broadband does it for us. Social web 2.0.5.81389138612 is brilliant for extending social networks and sharing isn’t it...



I firmly believe that we will soon reach a point whereby brand equity and trust will stem heavier from their online presence and messaging than from the actual products they offer. At present, online offerings from brands help to raise, augment or sway brand presence, offerings, and opinions. With television adverts now showing signs of being designed with digital in mind (yes I am indeed STILL referring to the musical ape – it’s been a draining few weeks so let’s stick to him).

If I were a betting man (or had the money to), I predict mobile applications will become the next focus digital medium for branding to concentrate on. What better than virtual immortality online than, virtual immortality offline! With mobile applications on the iPhone proving to be a hit with the cool kids, even HDTVs are following the PC/Mac suit with them. Gadgets, Widgets, Apps, whatever you wish to refer to them as are occupying many a desktop, home screen and home page all over the globe. I think the first app I installed was the Honda Red H application that was effectively a ticker and media stream for whenever new information and tidbits related to the new Civic Type-R were announced, and occupied my desktop up until my OS gave out – The Power of Apps. The beauty of them is that they are voluntarily downloaded, installed and kept; what better way of knowing if a brand or campaign has flirted with the right tone? I will follow this subject up more soon depending upon certain developments in my life...

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