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Jose Martinez Salmeron is Executive Creative Director for Social@Ogilvy at Ogilvy Washington where his work spans brand identity, content marketing and Web design. He writes periodically about the intersection of creativity, business and technology.
It is clear that the ongoing dramatic transformation of the media industry in all its formats (audio, video and text) leaves the door open for a complete reinvention of the publishing business. This transition has opened up opportunities for experimentation, and many players are trying to define the future of media in general, and journalism in particular.
In this article, we will discuss several recent such experiments, with special focus on new forms of storytelling, as well as new business models for publishers — a fascinating recent trend called “subcompact publishing” will be our main reference.
The practice of branding is undergoing a deep transformation — a change brought about by our kaleidoscopic postmodern culture, the development of communication technology and rapid globalization.
In prior decades, brand managers aimed to establish their products and services primarily by way of consistency and repetition. A brand’s voice and message were to be the same, independent of marketing channel. The goal of the designer was to define identity systems that would ensure compliance and coherence in all of the brand’s manifestations, as codified in brand identity style guides.