How a Syrian rebel group won Video Marketing

The media and news coming out of the Syrian civil war have varied from the professional  content being produced by the Islamic State showing their barbarity to shocking ads of refugees from human rights group. But the general narrative is of brutality and complicated chaos that Game of Thrones would find hard to match. However one of the goals from every side is to portray themselves as the good guys in order to gain popular support, material supplies and recruits. The Islamic state is currently at the top of the other militant groups in their content and video marketing to gain attention and recruits. However, another rebel group, the Levant Front, has caught up on Facebook news feeds with an execution video that has already received more than half a million views. Check it out below
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Why Extremists love Narrative Marketing

I once had a conversation with a friend of mine, who told me about her grandfather who lived through Mussolini’s Italy and believed it was the greatest time of Italy’s history. One could immediately dismiss such thinking as antiquated thinking of a befuddled old man. However that still doesn’t hide the fact that extremist states were formed with the collective permission of their citizens, and that die-hard attitudes fascists was a thing during the closing years of World War 2. Maybe it was the economic benefit, one of the “lucky few”, me and my friend (thankfully) weren’t there to witness it. My personal opinion? That Hitler and Mussolini were popular for creating one of the most compelling narratives of their generation.
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Why Political Email Marketing are like Bad Blockbusters

With the Federal elections coming up (Canadian ones for all my American readers) all the parties have been busy debating, smiling all around and kissing babies. Email Marketing is a tactic which political parties are using and by political parties, the Liberals and the NDP (the Conservatives are curiously absent). However after months of the orange and red cluttering my inbox, the only thing differentiating them is their colours and that they are the email equivalent of an empty blockbuster flick, probably directed by Michael Bay.
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The Reporter Shooting: A First-Person Narrative of Extremism

Recently, a reporter and a cameraman were killed on live TV, by a disgruntled ex-employee who committed suicide thereafter. Killing people on camera isn’t the newest phenomenon. In 1960 a Japanese politician was stabbed with a Wakizashi on national television. What makes this shooting so shocking is that, this was done. What’s changed is that the video is from the First-Person perspective of the shooter, Vester Lee Flanagan, a video he uploaded on YouTube for the world to see as well as shared his crime all over Social Media. Flanagan was no better or worse than other public shooters. However he introduced a new perspective of public crime and showed the dark side of social media.
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What “Nazi” can teach about picking Keywords

Recently treasure hunters claimed to have found an armoured train full of Nazi loot in Poland, which was lost since 1945. While exciting in itself, because it is a “NAZI” train full of loot, had it blow up social newsfeeds. Though this isn’t a surprise. as a keyword, “Nazi” is a great example of choosing keywords for any piece of content.
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How Marketers can Defeat ISIS

The Islamic State has become the box office busting sequel of Al-Qaeda, not just for it’s military conquests but for also creating one of the most effective marketing campaigns in military history. And it shows, it’s enemies have bought the hype that the Islamic State is bigger and stronger than it actually is. Not to mention a recruiting campaign that is recruiting fighters as fast as the US can bomb them. Suffice to say IS does marketing right, and it’s tactics offers the lessons to defeat it.
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Why we Love to Hate Donald Trump

American politics has always been an entertaining to watch; not for domestic or foreign policies put forth by candidates but also examining the juicy details of their personalities. And one of the most popular characteristics that a candidate can exhibit is the crazy kind or the cloudcuckoolander.
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Why Narratives can explain the definition of a Terrorist

With the tragedy at Charleston, whether the shooter is a terrorist or not has generated much debate on the internet. But one accusation  made is Islamic extremists are terrorists while white extremists are just “mentally-ill”.

Yet the debate is really not how we legally define terrorism (the courts decide that). It’s who we perceive when we think of “TERRORIST”. It’s often an image of a bunch of keffiyeh-covered bearded men toting Kalashnikovs; not a pasty-faced white boy with a bad haircut. If you don’t, just google “Terrorist” to find out what the world thinks.
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When Hitler Invaded Canada: A tale of Transmedia

Transmedia Storytelling has only been coined recently, but it isn’t a modern creation, as the Christian Church has used it throughout history. But even governments have gotten into the action with a more recent example being the Winnipeg government’s marketing effort to sell war bonds during World War 2. 
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Why Floyd Mayweather and Manny Pacquiao are fighting for Narrative Conflict

The Mayweather vs. Pacquoiao, must have been the biggest boxing match of all time, about $250 million dollar value (Pacquoia’s shorts are already a couple million). And while the reputation of Mayweather and Pacquoiao is what lit the spark for it’s mainstream cred, it will not be watched for how well they punch, it will be for the outcome of the 12th round. For the same reason that professional fighting exemplifies the man vs. man narrative conflict.


FIghting has been used for Political Narratives

The man vs man narrative conflict, is a protagonist that is a man (or a woman) going up against an antagonist that is a man (also, or a woman). While the conflict does not necessarily mean physical violence, professional fighting is the clearest and easiest example of the man vs man narrative conflict. Professional fighting is easy to understand and easy to resound beyond just the personal narratives of the boxers.

For example, during the 1930s when he conflict between fascist powers and the western democracies was growing, there were two fights between Joe Louis a African-American boxer vs. Max Schmeling a Nazi German boxer, both were and would become heavyweight champions. In the first match Schmeling defeated Louis, but in the second, Louis knocked out Schmeling in the 1st round, and America blew up in cheers. America cheered because it was a victory of Democratic United States versus Fascist Germany and African-Americans cheered the loudest because the greatest American hero was an African-American. It is the same reason that Filipinos are intensely interested in this fight, (and they aren’t cheering for Floyd Mayweather).

Professional Fighting uses Narratives

Popular culture and professional fighting have a enjoyable relationship. The boxing genre exemplifies the man vs man conflict. The plot is the buildup of the protagonist getting ready to face his antagonist, the other fighter, in the climax. It’s the plot of every professional fighting movie. If you say “Raging Bull, that doesn’t count it was a man vs himself conflict.

However this narrative conflict plays out in real life as one of the most successful sports organizations living on the strength of narratives is WWF. Sure the actual “fighting” may be faked, but that doesn’t matter. What matters is the larger-than-life personas of the wrestlers, their rivalries and matches between other wrestlers. For their scripted narratives between heroes and villains, is what fuels the devotion of their fans and transcends the stadium. For example who isn’t interested in wrestling, but knows who the Ultimate Warrior, or Macho Man or Hulk Hogan? I haven’t seen a single Hulk Hogan fight and yet I know that ex-Toronto Mayor Rob Ford beat him in an arm-wrestling competition. The Ultimate Warrior, could not put it better in his last words to his fans.

Why were Floyd Mayweather and Manny Pacquiao fighting?

What immediately made the fight so important was the fight records, but it was their character profiles between the two fighters that has made this more than just a simple boxing match. An undefeated world champion with a sketchy past versus the pride of a nation, making this the greatest fight in modern sports history.

Article Boxing Conflict- Floyd Manny Staredown

The man vs man narrative conflict, in boxing is the fighter, entering the ring, again and again, facing antagonists for his/her triumph and the essence of what’s this narrative conflict so attractive. Two of the greatest professional boxers in the world are competing, and the conclusion of their narratives will depend on who will be walking out of the ring, fist raised in triumph.