And “social media” is a crock. Or, more correctly, an oxymoron—a contradiction in terms.
Brands are boring because they’re not human. They’re companies. And, despite the recent Supreme Court decision to the contrary, companies are not human. They are abstractions that make business possible. Businesses are necessary to thriving economies and working civilizations. They are comprised of human beings and therefore have human qualities. But they are not themselves human.
The term “brand” was borrowed from the cattle industry, and came into popular use in the 1930s and ’40s, during the golden age of network radio. This was when large suppliers to grocery and department stores (especially detergent and tobacco companies) won space in “shelf wars” by putting one product in eight different packages and singing about the difference. Singing was a form of branding. You burned a song into consumers’ heads, so they had no choice but to recall it. “If you’ve got nothing to say, sing it,” the saying went.
Okay, hit it:
(Solo, by one man singing warmly to the rafters)
The most rewarding flavor
In this man’s world
For people who are having funnnn…(Whole chorus,in 3/4 time, with a Munich beer house spirit, flasks raised)
Schaefer
Is the
One beer to have
When you’re having more than one.
Schaefer
Pleasure
Doesn’t fade
Even when your thirst is done.
The most rewarding flavor
In this man’s world
Is for people who are having fun.
Schaefer
Is the
One beer to have
When you’re having more than one.
I can’t help knowing that song because Schaefer burned it into the brains of baseball fans listening to Brooklyn Dodgers games. I know this one…
My beer is Rheingold the dry beer.
Think of Rheingold whenever you buy beer.
It’s not bitter, not sweet.
It’s the extra dry treat.
Won’t you buy extra dry Rheingold beer?
.. because Rheingold advertised during Giants games.
Piels and Ballantine had less memorable jingles, though I do remember “Bert and Harry Piels,” who were actually Bob & Ray, the most dry and ironic radio comedians who ever lived.
In those days, it made sense to brand, because there were so few media, and — actually — so few companies that could afford the cost of producing and placing branding ads on radio, TV, and in newspapers and magazines. If you wanted to make beer, you needed a big industrial brewery. The Industrial Age was one in which Industry was All.
This is no longer the case.
All media now need to be social. Mediation is between humans, some of whom are inside companies. Hence, “social media” makes no sense, except as a category for walled gardens for people who are trapped inside. (On Twitter you can’t talk to others on Facebook, and vice versa.)
Meanwhile, lots of social media types are talking about brands and branding as if these were new and hip things. They’re not. They’re heavy and old. We need to move on, folks. Think of something human instead.
When a friend came back from SXSW recently, we talked about how, at the show, it was “social every fucking thing there is.” The term SEFTTI was thus coined.
We need to move past that, too.
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