Digital Trends: 11.01.21

FACEBOOK REBRAND & THE METAVERSE

Mark Zuckerberg made headlines last week for rebranding his corporation fromFacebook to Meta. Most of the media interpreted this move as putting lipstick on a pig (or lipstick on “a cancer to democracy metastasizing into a global surveillance and propaganda machine”). Take your pick. Either way, lots ofbacklashand pot-shots–including the comically resizing of Zuck’s forehead on Twitter.
In case you’re interested in Zuckerberg's rationale, check out this this11-minute edited version of the announcement. I’m less interested in the brand name change (if you are, check outMark Ritson’s analysis) and more in the idea of anchoring the company – and it’s house of brands – in the concept of the metaverse. It’s a fuzzy topic that compounds different trends and technologies (as Ben Evans explains here) – but change is coming.

THE CREATOR ECONOMY

One element of the metaverse construct is the creator economy – individuals who monetize their digital content and audiences in new ways.Stripehas new research on the growth of this group (48% increase YoY). Shopify (like other social platforms) are trying to attract and cater to these creators through new services –including this cool new partnership with Spotifythat allows musicians to connect their storefronts to their artist pages.Here is new researchthat shares a more nuanced and detailed picture of the day-to-day lives of creators (net: it’s a grind). Whatever happens in this space, Kat Norton needs to continue her dominance as my favourite Microsoft Excel Influencer!

BRIEFS & BRAND PURPOSE

Lots published this week on the heels of the Better Briefs project that conducted research on the briefing process.Download their report here– which shows that 33% of every marketing budget is wasted on poor briefs and misdirected work. I ran a similar, smaller Canadian study a few years agowith similar results. If you’re interested in leveling-up your briefing game, check out thisexcellent Twitter advice thread from Will Humphreyormy free webinar on Modernizing Marketing Briefs.
Marketing Week has new pieces onbrand purpose– the Holy War that is ripping planning departments apart! As marketing researcher Peter Field states in his open letter, “for many people this is an emotional issue, not a rational one.”

APPLE & BRAND STRENGTH

Speaking of strong brands, Apple appears to be benefiting from its move to App Tracking Transparency (ATT), to thedetriment of other advertisers(< $10B loss). Unlike Facebook (sorry, Meta) Apple has incredibly strong and positive brand equity. What other brand couldsell a clothto clean your screen for $19, and sellout? Or make me spend $200 (and counting) on USB-C Adaptors?! Alas, I’m a sucker for Apple – and this spot thatfeatures a song made completely out of Apple soundshits all the right notes. For further Apple fanboy/fangirl content, check out this Twitter thread on how Steve Jobs turned the Apple Store into the most profitable retail space.

MEDIA & ADVERTISING TRENDS

Here are a few new media research / trend decks that are worth a skim:

GOOD THINKING

Here are a few more clever things that I came across:

  • Netflix: Is launching the Netflix Book Club, based on books that are being adapted into Netflix shows. Smart extension of IP (similar to their move into gaming and merch).

  • OnlyFans: The Vienna tourism board protested against censorship by showing its centuries-old nude artworks via the adults-only social platform (Safe for Work).

  • Bowling: My first job in Grade 9 was a Pin Chaser at Phil’s Rouge Hill Bowl. When I had to spring into action and sprint down a lane to untangle a mess of pins – I never felt more alive! So, I devoured this 28-minute video on how technology is transforming bowling, featuring Pete “Who do you think you are…I am” Weber.