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The Challenges and Opportunities of Managing Brand Meaning in a Changing Media Landscape from a Marketer’s Perspective*

That’s more or less it, for now. I’m knee deep in articles and books now trying to make sense of the whole field. I’m trying to combine Holt’s theory of cultural branding (combined with McCracken’s writings on meaning management) with Jenkins’ theory of converging media culture. I always felt that Holt’s work, which relied heavily on TV spots in its analysis, could be developed further in creating a cultural brief that encompasses all media channels, not just TV.

* it’s a working title.