Going to there to come back.

Written by Julian Sykes

Recently I have been thinking about the impact of brand and the struggle large companies are facing with the idea of being universal or relevant to the local community. One of the most obvious responses to this is the Starbuck approach with their Roy Street franchise. Making a huge brand feel that bit more.... friendly?

In a previous blog I posted about the idea of companies creating brands/companies that respond to a particular demographic. So what is happening?

I have been struggling to put my finger on it. But I think I have a bit more of an idea as to what it maybe. I think the main reason for this growth in this type of business model is to do with the internet. The basis of fractal information and hyperlinks bringing these pots of information together. Each area being a small bespoke element of that information. It also seems like it is not just brands. Stories, games and education are all developing multiple threads into the same subject matter. This aspect is in the public eye recently with the advent of the word 'transmedia' which is a more recent incarnation of the Japanese 'media mix', in where narrative is told through various media channels.

Could this bring a new level of richness to things?

Or could (like the documentary below) it be a really good story no matter what the media is the real star?

The Mast Brothers from The Scout on Vimeo.

If you are interested in kind of discussion, myself and Alison have been organising an event called playARK. Day one will have a series of speakers discussing everything from games through to attention spans.