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On the 8th of August 2014 the annual Summer in the City YouTube convention was held at Alexandra Palace in north London. Each year tickets sell-out at a rate unheard, leaving avid YouTubers devastated that they would be missing out on the King of Kings in terms of YouTube exhibitions.
Many of the attendees would be regarded as young to most of us. Not only are they young, they are predominantly those termed “YouTube Bloggers” who have millions of followers and views to the pieces of footage they are constantly uploading to rake in millions of dollars from advertising on the aforementioned footage.
Although some of these bloggers got rich over night due to pure luck, the majority are highly proficient at their profession – ranging from tutorials, short films, to continuous series. Although such lucrative professions, walking around Summer in the City, it was very obvious that these entrepreneurs consider their vocation as a unique hobby, expelling smiles from ear to ear for the success they have all achieved – a fantastic site.
The event began in 2007 when a mere 20 YouTubers were drawn for an informal meeting in the centre of London. The following year, a substantial increase in numbers was apparent, providing incentive for founder and YouTuber “Burns” to create an official event attracting only 100 people, yet the attendees were representing countries from all over the globe.
Burns was content with the small scale event that followed the next year, however in 2011, a celebrity YouTuber was mobbed by over 600 of his fans, prompting a more secure establishment up until the recent 2014 event.
7000 tickets were sold on the weekend – one can’t help but think that this event could be the next biggest trade-show or fair, possibly having economic effects on society as it draws fans from afar to witness and indulge in the Fantastic City of London, England.
Once a year in Europe, approximately 140 individuals from the upper echelons of society throughout the European union and North America gather at a new venue within Europe for what is known by most as the Bilderberg Conference (other terms for the conference are the Bilderberg Club and the Bilderberg Meetings).
Attendees include, but are not limited to political leaders, professionals from academia, the media, and financial sectors. Political leaders make up the largest group, usually making up around a third of the participants.
The 2013 Bilderberg Conference was held from June 6-9 at the Grove Hotel in Watford, Hertfordshire, England. The UK had taken an unintended spell as hosts of the country as it was the first time the conference crossed back over the English Channel since 1998.
Over the years the Bilderberg Conference has been the focus of condemnation from other high profile individuals due to the exclusivity and confidentiality surrounding the business exhibition (or lack of any kind of exhibiting what so ever) The 2013 conference was no exception.
The delegates attending can only do so with a formal invite. No delegates are permitted to join by conference call or satellite phone, and no performances or entertainment are included. As a result, there is almost no transparency and therefore no accountability.
From the gates of the 2013 conference, Labour parliament member Michael Meacher shared his views that this should be the only the standout event which requires transparency and accountability for the democratic societies these people are supposed to represent. He likened the conference to a meeting of top brass Western financial capitalists.
Mockeries of the conference are a custom each year, with activists putting on the annual “Bilderberg Fringe Festival” to invoke a element of society to the frowned upon excuse for political lobbying.
It looks like the conference will continue to raise eyebrows as UK Prime Minister David illegally attended on the 7th as he was not accompanied by civil servants, as required by law when meeting business leaders.
It would be ignorant to say that the popularity of a product or company is always directly concerned with the ability of the public to relate and identify with the brand of that respective product or company. It can be said with confidence that over 95% of people in the world—from whichever country, race, ethnicity or different experiences encountered – will be able to identify with the giant brand of Coca-Cola. However, out of this 95%, it can also be said with confidence that there is a significant number who would rarely or even never drink Coca-Cola.
Thus, popularity does not also correlate with the brand and its subsequent identification.
This is interesting in the case of the toy giant Lego. Similarly, the Lego brand is one of the most identifiable brands across the majority of countries from all corners of the world…. Yet, even though there would be a substantial number of people in the world that could think of a thousand and one things to do before they decided to fix a Lego set, Lego still remains popular for these members of society.
Is this a result of some unexplainable aura that Lego possesses that creates a soft spot in everyone for the plastic square blocks? The answer is undoubtedly no.
Lego have forged relationships with individuals from all walks of life due to their superior ability to market themselves across the boundaries that would restrict other companies. Cross promotional initiatives have allowed visibility and awareness to those individuals who have always been to identify, yet thought they would never have anything more to do with Lego for the rest of their days.
Although the product stays the same, what Lego can offer individuals aside from a lego-kit is endless. This fantastic approach has seen millions and millions sign up for the “Lego Club” and in turn receive a fresh copy of the Lego-Club magazine. Not just because of the brand – because of their popularity.
At the turn of the century, the powerhouse toy company of Lego that had seen decades of success, and rivaled the other world-wide toy companies without having to flex a muscle. This dominance was the predominant reason behind Lego’s horror year of 2005.
It was the Lego brand that had bought them so much success over the years, as they held a unique identity that even pre-school children were aware of – these children may not have been aware of their ability to identify Lego, yet it is evident that these children were identifying without consciously going out of their way to do so.
This all relates to Lego’s powerful brand.
In 2005, losses in the billions prompted Lego to move away from their beloved and identifiable construction kits. The results of such bald moves saw them brush the depths of bankruptcy. It was clear that Lego needed to keep in touch with their construction kit roots and somehow remain competitive.
Focus, engagement and knowledge of consumer preferences were at the forefront of Lego’s business ethos. This is where the creative cross channels marketing, all incorporating the renowned “Lego-Club” magazine for free.
Who is going to pass up a free magazine? Other techniques impressively engage the most avid lovers of Lego to those “loyal” customers who may have bought a set or two in their lifetimes. It is important to note that it didn’t take long for these “dormant” loyalists to get back on the Lego bandwagon. Through positive interaction via the “Lego-Club” magazine – brand identification allowed such substantial growth.
Five issues a year, with a circulation of an astonishing 3.2 million copies have prompted other companies to follow suit as the fiscal rewards of advertisements in Lego-Club magazines were too overwhelming for other major companies to look the other way.
Essentially, the brand Lego has indirectly had a major impact on magazine growth thanks to ease of identification. End users can demonstrate the brand’s potential in a much stronger way than the company itself has the ability to.
The publishing industry now also operates over the internet. Now you can see many publishing packages over the internet in many different categories, mostly in digital printing. And although it might seem like the traditional ways of publishing services have slowed, they are quite in operation still.
Many a few prefer physical books, newspapers and magazines. When you go around asking people why they do so, here are a few answers that you will get:
“I like the smell of paper.”
“I have always liked books and magazines as they are, something I can tangibly turn its pages over.”
“I can’t feel an electronic book. It’s like turning your imagination into digital form–like 3D and 4D.”
“E-books discourage me to read as it displays too many number of pages.”
“I am a fan of everything portable but not portable books. I can’t read when I’m mobile. I have to read in a place that’s conducive for reading.”
“I have plenty of magazines at home; and I like to see them when I get home. I like to see all of them there in a basket. Magazines are colorful and can be used decoratively in your house, we don’t want to hide them in our phones, do we?”
“I have an electronic magazine. But I also have physical magazine. E-magazines sometimes take so much time to load as it depends on internet connectivity. So when I read something and I don’t want to be disrupted, I read my physical magazine.”
“I keep my magazines right where they should be–not in my phone; I have too many important files in there.”
“My library is my life. I have a big physical library and it inspires me to read and write. I think keeping a digital library is not that interesting.”
“I am not too lazy to carry a book.”