As the media has been developing for years, not too long actually, but it is developing fast. There are a lot of images and concepts that were once gone in the past has been recreated by the media in nowadays. People learn more about how the life was like back in centuries ago.
The Medieval Europe, the Japanese Samurai, the Egyptian Pharaoh…more and more modern people are getting to know about ancient/vintage stories. Also, the media has been doing recreation on these classic images giving them further meanings.
The spirits in the past has been reinvented in the modern world. Let’s take the Japanese Samurai as an example. The warriors back then were well trained soldiers for wars, and one of the most well know spirits of them is that if they were taken by the enemy they would rather cut themselves on the belly than surrender.
And how the modern world is taking this cruel spirit?
I would say I see more strength and courage in it.
As I had a very pleasant meeting with staff of Propellor TV, they gave me inspiration for the punchline of this post: Media is using these spirits to build a new fantasy for their audiences which is crucial when advertising their products.
I mean, that’s what is happening isn’t it?
Like my understanding towards fashion industry (please forgive me if anyone feel offended by this statement), if you are on top on a trend, the trend is what you say would be the trend.
Media in general is the same thing, propaganda, popular images, journalism and PR, it is all about building up an image representing certain spirits for the purpose of governing, marketing and so on.
The spirit of a brand in terms of business is vital. When I hear people say that they want to set up something which can do almost everything, that sounds like nothing to me. Okay, let me make sense of this.
Certain spirit stand for a positioning of a brand whereas audiences in nowadays will appreciate more if the product or service they are using stands for specific meaning. Let’s face this, the real world has everything, we don’t need to present another world with everything to the audiences. What gives people satisfaction is the tiny little thing we found in life being maximise in media. When there are all sorts of elements, people tend to lose focus. But if the media just offering this or that certain outstanding presence, people will pay more attention to the message carry by the medium.
It is a world of spectacle we say.
That’s why the Innocent Drinks do Facebook page updates with really pure and nice messages, such as the one made me smile a lot the other day, saying ‘Today we found a squawberry. Tomorrow we’ll be looking for a squorange. And by the end of the week we’re hopeful we’ll have found a squoconut. Basically, we’re busy. Very busy.’
Brands delivering specific spirit are more likely to build up brand loyalty, which in a long term, is the matter of habitués, positioning, ideology and sustainable business.