:06:18
When I was researching
the takeover of public space
:06:19
when I started off I thought
okay this is just advertising.
:06:23
Weve always had advertising.
:06:25
It's just more advertising.
:06:27
But what l started
to understand
:06:28
and what I
understand now
:06:29
is that branding if not
advertising its production.
:06:33
The very
successful corporations
:06:35
the corporations of the future
do not produce products.
:06:38
They produced
brand meaning.
:06:41
The dissemination of
the idea of themselves
:06:43
is their act of production.
:06:45
And the dissemination of
the idea of themselves
:06:47
is an enormously
invasive project
:06:52
so how do you
make a brand idea?
:06:54
Well a good place to
start is by building
:06:58
a three dimensional
manifestation of your brand.
:07:00
For accompany like Disney
:07:02
it goes even further
:07:04
where it's actually building
a town Celebration Florida.
:07:06
Currently there are
about 5000 residents
:07:08
who call Celebration home.
:07:10
And there are about 1300
single-family homes
:07:13
a town centre thats a place
where people gather.
:07:17
It has about four
or five restaurants
:07:20
and about a dozen
other shops.
:07:23
Their inspiration
their brand image
:07:26
is the all American family.
:07:28
And the sort of
by gone American town.
:07:50
Their brand driver is family
magic and everything
:07:54
that the company does is in
and around those two words.
:07:59
If you take that