Goodbye, Jewish Brands: Hello, Jewish Memes

By Joshua Avedon

Josh Rolnick, The Sh'ma Institute, February 2012

The social media revolution is bringing an end to unified brand presentation. Today it is our relationships, rather than direct communication with brand sources, that mediate our perception of brands. Jewishness itself has also become a matter of individual creation. Between the proliferation of Jewish lifestyles and the demand for personal agency in making identity decisions, Jewish brands are increasingly being defined by consumers, not producers. While brand makers will lose control, they also gain a vital new distribution system for their content. Peer recommendations are much more persuasive than traditional marketing and advertising. The new paradigm demands crosspollination, viral marketing, and giving up on the ownership of eyeballs.

Topic: Innovation, Empowerment, Modernity, Postmodernism

Name of Publication: Sh'ma: A Journal of Jewish Ideas

Editor: Berrin, Susan

Volume/Issue: Vol.42/no.687

Page Number(s): 4-5

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Genre: Article

Coverage: United States

Language: English

Copyright Holder: Publisher

Copyright Information: Download for personal use, freely distribute link

Bibliographic Information:
Avedon, Joshua. Goodbye, Jewish Brands: Hello, Jewish Memes. Sh'ma: A Journal of Jewish Ideas. Josh Rolnick, The Sh'ma Institute. February 2012: 4-5. http://www.bjpa.org/Publications/details.cfm?PublicationID=13580


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