Greetings from eMac 2009! To coincide with eMac 2009, we have launched the “defictionalised” blog…so what’s it all about?
The Next Generation Marketing Group is a new group within the technology strand of the DCU Learning, Innovation and Knowledge Research Centre. One of the the research areas being explored by the NGM Group is the defictionalisation phenomenon as it relates to branding. Our presentation at eMac 2009 is entitled “There Is No Spoon: Towards A Framework For The Classification Of Virtual Brands And Management Of Brand Precession“. This presentation is based on our initial submission to eMac in December 2009 andhas been developed extensively since then. We will present our work to date at 2pm on Thursday, 28 May in Session PBM6, for those attending.
Our presentation will define some core concepts we have been working on in relation to “defictionalisation”, namely: brand precession, protobrands and classification of defictionalised brands. We also discuss the need to categorise brands in to (i) purely fictional brands, (ii) purely computer-synthesized brands and (iii) brands which existing in both the real and virtual worlds, whether fictional, computer-sythesized or both. We identify a need for a praxis of management for managing the development of such brands and outline some of opportunities to exploit and risks to mitigate, especially for existing IP holders.
So what will we be writing about here? We believe that IT and media convergence have reached a tipping point and this phenomenon is about to take off. We will be discussing fictional and defictional brands that we have identified, defictionalisation technologies that assist in the translation of protobrands in to real-world brands and other related themes. Since submitting our paper to eMac 2009, the phenomenon is being increasingly discussed, and even picked up by the popular media, and we have been enthused by the positive response we have received by students and peers. Hopefully, you’ll be as interested and maybe email us at theo.lynn@dcu.ie or laurent.muzellec@dcu.ie to comment or collaborate.
Oh yeah, for those of you who need per-second updates, follow us on twitter – http://twitter.com/defictionalised
