Branding, as we’ve known it, is evolving. Actually, it’s not an evolution. That implies forward change.
Branding is being torn apart. Broken into fragile pieces.
And the whole, when pieces reassemble, is stronger than the sum of the parts.
You’re the uniting force. “A brand is now only as influential as its consumers.”
You are no longer defined by the brands you choose. The brand is becoming you. You are now the brand.
Ripped apart. Reassembled. You.
Branding occurs concurrently with the construction of you. You’re building you; you’re building brands.
Want the rush of power and control? Manage brand you and you’re the brand manager for the entire Fortune 5,000,000.
Expression through products. Identity through the structural (social?) integration of brands into… identity.
Ripped apart. Reassembled. You.
You are the king’s horses AND the king’s men. You won’t be able to put the brand back together the way it was. It wasn’t you then.
COMMENTS / 4 COMMENTS
Yahoo Gets It (or, Why The Economist Is Balanced And Still Wrong; or, 10 Reasons Why Yahoo Will Do Better Than The Mobs Think) at Disruptive Thoughts added these pithy words on Oct 03 06 at 12:17 am[…] If the possibilities of the proper integration of 4) into 3) doesn’t blow your mind then think about this: a major issue with the monetization of new media is the advertising model. Yahoo now has a tool that allows users, through remixing, to generate the brand/advertising themselves: a mevertising monetization tool. Huge. […]
Fraser added these pithy words on Aug 24 06 at 5:55 pmThanks Char.
chartruse added these pithy words on Aug 24 06 at 9:52 pmbrilliant
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