MTV the master of reinvention

Wed, 01/02/2012 - 10:53

You of course know a lot of people that were in their late teens by the summer of 1981. Next corner for them will be 50. How are they handling aging? Moving forward, staying in tune, surfing the waves of society or are they stuck in the past? Are they living the life in past tense. Are they suffering the psychological death not even thinking about stepping just one step out of their comfort zone? Are they interesting people? Are they attractive in any kind of market? And come on guys don’t give be emotional bullshit back on this one. This is not an elitist angle. I’m not heading for the holocaust of mainstream. I’m not saying that the ”never been reinvented people” can’t be very nice to be around or can’t be life-long valuable relationships or anything like that. I’m just asking if they’re attractive. Well, never mind with this analogy to what branding is all about today. Branding is a 24/7 job in the turbulent society where brand value can be deflated over night. As a brand you need to reinvent yourself constantly. Not changing, just staying in the comfort zone of best practise and business as usual will be the fastest way to the graveyard of conservative brands blinded by the past. MTV was launched exactly on the first of august 1981. Today almost the same logo as then. Still music television. Still number one in their product category. Because they are also still reinventing themselves every day, they are still setting the pace. Never relaxing. Surfing every valuable and relevant wave in society in a very integretive and well suited way for an almost 50 year old teen.

Check out all the good stuff from their first broadcast:
http://www.youtube.com/watch?v=Cw6xesXLIAA