Brand U.O

Image Created by David Amrano

"In the future, everyone will be world-famous for 15 minutes." This expression was coined by Andy Warhol in 1968. I just finished a brief phone conversation with James Wilder, Portfolio Development Specialist for Q7 Associates discussing the likes of Warhol's personality. Coincidentally, I had just finished reviewing an article and video about Brand U.0 described by David Armano - I found the intersection of these two conversations purposeful to understanding branding strategies in an experience design concept.

In his video, David provides useful and aesthetically interesting organization charts that help map and label the process of optimal branding and experience design strategies in today's markets. He has designed his own "Experience Design Map" to explain the process and get feedback. Most of his brand strategy concepts focus on Social Media Networking which continues to increase. Between September 2008 and February 2009, the number of Facebook users between the ages of 35 and 44 increased by 51%, Facebook users among the ages of 45-54 grew by 47% and Facebook users ages 26-34 increased by 26%. Additionally, more than half of the 140 million users on Facebook are out of college. With so many options, it is no longer a matter of if you are engaged in social media networking, but what and how is the bigger question. Larger businesses are offsetting their marketing budgets to social media marketing strategies which gives them brand recognition beyond the logo. The brand is now engaging the end-users by allowing them the opportunity to interact and experience the brand's loyalty which is of course built on the experience of trust.

Andy Warhol had it right - everyone is experiencing 15 minutes of fame. His work was built on understanding mass media and the concept of Brand U.0 seems to be focused less on participating in mass media marketing, but understanding it will help define areas of "niche" marketing. Warhol did this very well. He was not interested in appealing to the common person as an artist as much as he was reflecting on the system and seizing an opportunity to build a brand based on experiences much like a magician, a politician or a company that has a strong social media networking campaign. His focus was on a niche group - the elite. He created a space and a character that would allow people to question, think, explore and have human-centered experiences.

We now have books, research and charts that will guide us along down the red carpet telling us how to properly brand ourselves just like Oprah. The stage is open to everyone, but who will be buying a ticket?