The new Brand Management: Transmedia (branded content) storymaking in combination with 'game dynamics'

After finishing building a social layer, a next layer - the game layar - is unfolding: a pervasive net of behavior-steering game dynamics that will reshape commerce.

By now, we are used to letting Facebook and Twitter capture our social lives on the web; building a 'social layer' on top of the real world. At TEDxBoston, Seth Priebatsch looks at the next layer in progress: the 'game layer', a pervasive net of behavior-steering game dynamics that will reshape the marketing eco system (marketing, communication and commerce).




At TEDxTransmedia, Dan Hon - a senior member of the Wieden + Kennedy London creative department, specialized in games, play and new ways of storytelling - gives more insight into 'game dynamics'.




We are bringing 'game dymanics' into more aspects of our lives, spending countless hours - and real money - exploring virtual worlds for imaginary treasures. Why? Because games are perfectly tuned to dole out rewards that engage the brain and keep us questing for more.









We are entering the Transmedia era (I define transmedia as "a mashup of 'reality'+'social layer'+ 'game dynamics'") in which:

1. The unfolding Marketing Eco System brings us new formats and business models of commerce;
2. Brand Management (control, scripted dialogue, periodic feedback) transforms into Brand Stewardship (open, transmedia conversation, 24/7 feedback);
3. Brand Stewardship is in perpetual beta. Companies that shorten the learning loop c.q. the feedback loop, that iterate faster, will do better.
   
   
   
   
   
   Culture Mapping, managing brands in a social economy

   View more presentations from Tim Stock.
   
   
   David de Boer, Manager Marketing Intelligence Sales, Sanoma