This is pretty exciting.
Henry Jenkins, author of Convergence Culture from whence I stole the idea for transmedia planning, has been posting about it!
Unsurprisingly, he has some very interesting things to say about the idea and how it has developed, and how the transmedia / brand discourse has grown from the gaps in his text - itself an iteration of transmedia branding:
Will transmedia branding make a lasting contribution to contemporary marketing theory? It's too early to say. As an author, I am delighted to see some of my ideas are generating such discussion. As someone interested in marketing my own intellectual property, these discussions are themselves a kind of transmedia branding: after all, the more people talk about my book, the more people are likely to buy it. I don't have to control the conversation tobenefit from their interest in my product. The key is to produce something that both pulls people together and gives them something to do. In that regard, the book may have had greater impact on the discussions of branding because I didn't fill in all of the links between branding and transmedia entertainment, leaving the blogosphere something to puzzle through together.
I think he's hit on something really interesting about how ideas propogate that I've been mulling over but not yet articulated. Not controlling the conversation, letting ideas develop outside of your brand guidelines as it were, seems to be essential if we want them to grow.
Ideas that can be modified spread better - every conversation about transmedia planning develops the idea further but the totality of all conversations becomes what transmedia planning is.
It's like releasing brand communication under a creative commons license - allowing the ideas to be modified and built upon as long as they are attributed, which ensures the brand still receives the benefit but acknowledges the part that consumers play in constructing it.
As Henry puts it:
The key is to produce something that both pulls people together and gives them something to do.