Brand Membership for Intangibles at etailology

Brand Membership for Intangibles

Published

on March 19, 2007

Virginia Postrel at Dynamist.com had an interesting post today about “Conspicuous Consumption in the Intangible Economy.” It got me thinking about Brand Membership. If I’m such a strong brand member that I wish to wear a logo on my sleeve (a common occurrence, to be sure), how would I signify a similar endearment to a brand which offers only intangible benefits.

Are blogs the (whew! finally!) outlet where consumption of information and intangibles is finally visible to the Jones’? Maybe so. Perhaps this is the true explanation of all these (to me, meaningless) posts about how “no one uses Twitter for anything worthwhile, except me.”

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Sweding is a term coined in the movie “Be Kind, Rewind” (see the wikipedia entry about the movie.) It’s best described as when fans “take classic films and remake them into short films using videotape, a virtually nonexistent budget, amateur actors, and insane amounts of creativity.” (quote from alwayswatching.org).

The movie’s makers have capitalized on the sudden enthusiasm around the concept of “sweding” in the real world and have created an excellent YouTube channel which promotes the film and shares sweded materials from regular people around the world.

So here it is: a film invents a word, Internet users run with it, and the filmakers run with the Internet-users’ idea and turn it into a fantastic marketing vehicle. Genius.

(And oh, btw some of the sweded film submissions are hilarious!)

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