http://theorynpractice.com/2009/12/01/an-experiment-in-twitter-ology/ Where we make meaning of everything. Sat, 26 Jun 2010 00:13:57 +0000 hourly 1 http://wordpress.com/ http://theorynpractice.com/2009/12/01/an-experiment-in-twitter-ology/#comment-233 B.G. Smith Tue, 08 Dec 2009 22:05:38 +0000 http://theorynpractice.com/?p=152#comment-233 Hey Spencer, you raise some great issues. In fact, the whole idea of affiliating identity with a market product has been widely explored, researched, debated, and discussed. I'd recommend Kevin Lane Keller who has produced some excellent work on the subject. Frankly, I think that people self-select and associate themselves with a brand...which relates to your point on democratization of labeling. I think brands become a way to represent what individuals already feel inside and want to express, but have no other way of expressing it than to find a connection in something that is public like Twilight. I think it's an age-old phenomenon, people associate themselves with what "rings true" to them, and branding builds off of that. Rather than making a product that people have to fit into, marketers spend loads of resources researching their relevant audiences, finding out their needs, then meeting those needs through branding. Hey Spencer, you raise some great issues. In fact, the whole idea of affiliating identity with a market product has been widely explored, researched, debated, and discussed. I’d recommend Kevin Lane Keller who has produced some excellent work on the subject. Frankly, I think that people self-select and associate themselves with a brand…which relates to your point on democratization of labeling. I think brands become a way to represent what individuals already feel inside and want to express, but have no other way of expressing it than to find a connection in something that is public like Twilight. I think it’s an age-old phenomenon, people associate themselves with what “rings true” to them, and branding builds off of that. Rather than making a product that people have to fit into, marketers spend loads of resources researching their relevant audiences, finding out their needs, then meeting those needs through branding.

]]> http://theorynpractice.com/2009/12/01/an-experiment-in-twitter-ology/#comment-232 Spencer G Tue, 08 Dec 2009 21:29:36 +0000 http://theorynpractice.com/?p=152#comment-232 Your final questions treat the main thought I had reading this, that twittering especially, but also facebook updates, lend themselves towards labeling. Something that is historically seen as very negative. This "democratization" of labeling may be seen as empowering--people taking control of their own brand--but then again, what does it mean that the way people exercise that freedom (and this may not be the majority of people, but I'm do think it's a significant amount) to merely affiliate with a market product? Though I guess it's no surprise that marketing has integrated into ideas of identity. I've heard many Mac users refer to the "lifestyle" they've purchased... though not in those exact terms. Your final questions treat the main thought I had reading this, that twittering especially, but also facebook updates, lend themselves towards labeling. Something that is historically seen as very negative. This “democratization” of labeling may be seen as empowering–people taking control of their own brand–but then again, what does it mean that the way people exercise that freedom (and this may not be the majority of people, but I’m do think it’s a significant amount) to merely affiliate with a market product? Though I guess it’s no surprise that marketing has integrated into ideas of identity. I’ve heard many Mac users refer to the “lifestyle” they’ve purchased… though not in those exact terms.

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