'A Swirling Mass Of Information'
From what I recall, the fourth dimension is related to Einstein's theories of special and general relativity and, in the general sense, the fourth dimension represents time. Now, if I apply the concept of time, the fourth dimension, and recall the first three as the spatial dimensions of length, width, and height (and forget the fifth possible spatial dimension) I am still left, with, well, not a clear understanding of what, or how, a swirling mass of information across all time and space will benefit the consumer.
Again, let's all take a step back and think about this for a second. All branded media, all the time, everywhere. No downtime. All up time. How realistic is that? And please, before there is any misinterpretation -- this is not about Bravo specifically. It is about the industry generally. Where is the balance? Where are the nuances of consumer compassion? How are we thinking about the long-term impact of surrounding the consumer with brand messaging, products and content within every aspect of their entertainment experience? Of their lives? Aren't we concerned about brand burn-out?
We need to start asking ourselves how to approach brand extensions, whether that is a program, a performer or a product, as a marathon rather than a sprint. The same concerns I had with 360-degree strategies of the last 10 years apply to anyone who seeks to create an environment where a consumer is at the center of a swirling mass of anything, Consumers didn't want to be surrounded by it 24x7 then -- and unless things have changed and I didn't notice, they aren't looking for it now. This is, after all, the "me" generation we are talking about, isn't it?
LYDIA LOIZIDES
Lydia Loizides is Vice President, Product Management, at Canoe Ventures LLC. Lydia is also a Trustee
of The National Academy of Television Arts & Sciences (NATAS), and Chair
of the Advanced Media Committee of NATAS, NY. You can read Lydia's personal blog here. The views expressed here are her own and do not reflect the views of the organizations or associations that she is affiliated with.
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