POP-POWER

POSTED BY Michael Zydzik - 03.06.17 - Branding

"... A THING ISN'T BEAUTIFUL BECAUSE IT LASTS."

 

POP CULTURE CAN BE SUMMED UP AS A SERIES OF HOT MOMENTS

THAT WE THROW AWAY FOR THE NEXT HOTTER MOMENT.

AND WE LIKE IT THAT WAY. BECAUSE WE’RE HUMAN.

 

BUT THOSE MOMENTS THAT PASS – THEY BECOME BIGGER IN OUR SOULS FOREVER. THE BEYONCE INSTAS, THE PASSING OF THE PRINCES, THE SEYMOUR HOFFMANS. BRITNEY’S SHAVED HEAD.

 

(GET IT, GET IT. GET IT, GET IT.)

 

THEY ALL BECOME ETCHED AS METAPHORS IN OUR OWN LIVES.

WHETHER WE KNOW IT OR NOT. WHETHER WE LIKE IT OR NOT.

 

BECAUSE WE’RE BIOLOGICALLY HARDWIRED FOR PLEASURE – TO BE ENTERTAINED. WE NEED IT.

 

POP CULTURE, SPECIFICALLY THE ENTERTAINMENT INDUSTRY IS USUALLY THE FIRST ADAPTORS OF NEW TECH. TAKING IT. RUNNING WITH IT. MANIPULATING US TO BINGE WATCH WHATEVER THE NEXT HOTTEST MOMENT IS.

 

WE WANT IT. THEY’LL CREATE IT. PACKAGE IT. SELL IT.

 

AND SOMETIMES THEY GET IT SO RIGHT THAT WE DIDN’T EVEN KNOW WE WANTED IT UNTIL THEY PRESENTED IT.

 

DON’T UNDER ESTIMATE THE ENTERTAINMENT INDUSTRY’S AND ITS PLAYERS’ ABILITY TO INFLUENCE OUR DAILY LIVES. WHAT CLOTHES WE WEAR. HOW WE BUILD OUR CAREERS. HOW WE CONDUCT BUSINESS. HOW WE CHOOSE TO TREAT EACH OTHER.

 

WANT GREAT ADVERTISING? BRAND IT. POSITION IT. MESSAGE IT.

MAKE IT ENTERTAINING. GIVE IT CONTEXT. MEANING.

 

HAPPY. SAD. PISSED OFF. INTRIGUED. MOTIVATED. SEXY. WARRIOR-LIKE. REPULSED.

 

HERE’S THE HARD TRUTH. CUSTOMERS VERY OFTEN FORGET WHAT YOU SAY.

 

BUT THEY ALWAYS REMEMBER HOW YOU MADE THEM FEEL.

ABOUT THE AUTHOR

Michael Zydzik

Michael Zydzik

As Fusionfarm's creative director, Michael directs his team creatively. He also leads branding and marketing strategy efforts, multi-media advertising campaigns, client pitches and presentations. He has two rescue dogs he refers to as his "kids" named Noodles and Monroe.

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