Reality branding: the new new thing

Allyson L. Stewart-Allen

Discusses `reality branding', placing brands in controlled environments without consumers realising that they are seeing sophisticated product placement.

Reality branding

The new thing

Allyson StewartAllenInternational Marketing Partners

What do BMW, Quiksilver and other American 'lifestyle' brands have in common these days, other than trying to stay relevant and on their customers' agendas? The answer: producing American 'content' that places their brands in controlled environments without their consumers realising they are seeing sophisticated product placement.

Take the US surf brand Quiksilver. Not only does it make hicred surf gear but it has just announced a deal with Fox Sports Network to develop and film a new TV series, 54321, showcasing outrageous stunts performed by athletes who, of course,...

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