Rawle Nyanzi recently proposed Brand Zero. Namely: don’t promote major media. Don’t talk about them even as negative examples, because doing so promotes them and increases their brand. Nyanzi extends this not just to subversive and disgenic brands like the Mouse, but even brands he likes and respects. From his comments on Brian Niemeier’s blog:
Anime has a lot of mainstream visibility… Big, well-trafficked sites discuss anime, and it is a frequent topic on social media. Those companies need no help getting the word out; if you want to recommend an anime to someone, do so in private conversation…
The flip side of Brand Zero is Oxygen. Do talk about the little artists who can use the exposure.
Jon Del Arroz makes comic books and steampunk. Brian Niemeier does science fantasy horror and, recently, mecha military books that are Gundam meets Battletech. Rawle Nyanzi has released a mecha book with strong Sailor Moon influences and is trying his hand at pixel art animations.
Bradford C. Walker wrote a mecha book that’s Robotech, except instead of Zentraedi you have demons, and instead of the UN you have Medieval Catholics.
The Last Ancestor is about human refugees fighting for survival on a planet of dog men.
Adam Smith has Christian Paladins engaging in fisticuffs with demons in post apocalypse America. And of course, I have a dark magician bunny fighting the Night Mare.
It’s not enough to reduce the big names to Brand Zero. We’ve got to give each other oxygen.