Rage. Reformation. Redemption.

The Rebranding of Tyler1 follows the story of Tyler1 and how he created an entire brand off the back of his own toxic behaviour, only to turn it all around in a series of surreal, and captivating events.

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Tyler1 is known today as a popular streamer on the Twitch platform, and a player of the popular online video game League of Legends (created by the company Riot Games).

Others may know him from the various "rage compilation" and "meme compilation" videos of him spread out across YouTube and other platforms that have garnered millions of views.

But before Tyler1's brand became as established as it is today, and before Tyler1 was known for his entertainment, he was initially classed as "the most toxic League of Legends player in North America". People only recognised Tyler for his toxic behaviour in the League of Legends community.

Tyler1's story was something quite surreal to have witnessed, especially for those who had first seen his rise to fame initially through Disco Heat's video on Tyler1.

Disco Heat's video had propelled Tyler1's audience into the thousands. It also highlighted his toxic behaviour in the game, and spawned copycats that would mimic Tyler1's attitude and behaviour whilst playing League of Legends.

What ensued afterwards was a rare "indefinite ban" punishment by Riot Games, and a battle between Tyler1 as a brand and Riot Games as a company.

This brought Tyler1's brand to a standstill and an all important realisation: that if Tyler1 was to maintain his audience and streaming career, he would have to be known for something other than his toxic behaviour. He would have to create a "redemption arc" for his brand, and eclipse the negative associations of his current brand.

What followed was a series of entertaining and special events throughout Tyler1's streaming career that allowed him to craft memorable moments that would define his brand amongst the streaming community of Twitch.

Tyler1’s story and journey as a brand displayed how a personal brand is built on a persons’ experience of you. Change their experience and you change the brand. It isn’t about the followers, nor is it about exposure. Your brand is built from the moment you interact with someone else.



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All materials in these videos are used for educational purposes and fall within the guidelines of fair use. No copyright infringement is intended. If you are or represent the copyright owner of materials used in this video and have a problem with the use of said material, please contact me via my email in the "about" page on my channel.

AFFILIATE DISCLOSURE: there may be a few links in this description that, at no cost to you, will earn me a commission if you choose to click them and make a purchase 🙂
Don’t worry – I only ever promote things that I believe in.

Copyright © James Jani 2020


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Prologue - 00:00
Chapter 1: First Impressions - 02:46
Chapter 2: Infamy - 08:25
Chapter 3: The Indefinite Ban - 14:45
Chapter 4: Reformation - 21:10
Chapter 5: Entertainer at Heart - 25:51
Chapter 6: Free Tyler1 - 31:05
Chapter 7: Redemption - 38:32
Conclusion - 42:20
Credits & Bloopers - 44:16