Where's the long tail of brand communication? [UPDATED]

I have been hard at work the past few months hammering away at extending Chris Anderson's Long Tail theory to the field of brand communication and brand-building. After repeated reading and re-reading of Chris' book and writing and re-writing of my own thoughts, I have finally got myself to hit the 'make pdf' button and have digitally shrink-wrapped copies of the resulting paper for distribution.

In it's 22 pages you'll find the answers all of these questions : What do you get when you apply the first principles of long tail economics to the craft of brand building? Can you create a complex, layered brand image by resorting to simple advertising? What role is user generated content going to play in the future of mainstream advertising? What lessons can space exploration and robotics teach the practitioners of brand-building? What's the evolving science of negative databases and why do we brand custodians need to learn about it? Why is the single-minded brand proposition an anachronism in the contemporary world of marketing?

You can download the paper here : The Elongating Tail of Brand Communication: An approach to brand-building incorporating long tail economics

I would love to hear comments and views.

UPDATE: Chris Anderson has just posted and commented on the paper on his Long Tail blog :)

UPDATE 2: Atticus Award for the 'The Elongating Tail...' paper

UPDATE 3 (20th Aug 2007): A proposal to convert the above paper into a ChangeThis Manifesto is currently up for vote. Please do vote for it by following this link. Voting ends 16th Sept. 2007.

Posted at 05:25 PM in brands, long tail, planning, samizdat, social media | Permalink

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March 12, 2007