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SXSW Interactive 2016

Countown to Obscurity

Our society has an obsession. Duck Dynasty, Big Love, Little Couple, 19 Kids and Counting, Here Comes Honey Boo Boo, and many more. Why do these celebrity families exist and how do they fit in the context of our culture? Phil Robertson of Duck Dynasty can say something homophobic and make front-page news, but will anyone remember who he is 5 years from now? Let’s examine the life cycle and more importantly the brand cycle of celebrity families as they use public relations and social media to stay relevant in the same manner as many other brands.

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  1. How does this connect to other aspects of disposable culture, in a world where SnapChat is rising to popularity because the content can be disposed?
  2. How does this shortened life cycle apply to more traditional forms of celebrity?
  3. How can marketers build longevity to their brand, and master the nuances of reinventing themselves to avoid obscurity?



Graham Nolan, VP Mktg Communications, Momentum Worldwide

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