Manifesto for making branding work in a post-branded world, by (author of Branding Only Works on Cattle, columnist for Advertising Age, and daily blogger at Dim Bulb).
We live in the twilight of a branded world born over 100 years ago. Most marketing remains blinded by the fading glare of its old, outdated promises. Yet there is a new approach to brands ahead of us, based upon a definition that is less about static image and imagined identity, and more about real-time interaction and actual involvement between company and consumer.
Get the pdf here.
Via : ChangeThis - a site with tons of intersting stuff to read & think about.
We live in the twilight of a branded world born over 100 years ago. Most marketing remains blinded by the fading glare of its old, outdated promises. Yet there is a new approach to brands ahead of us, based upon a definition that is less about static image and imagined identity, and more about real-time interaction and actual involvement between company and consumer.
Get the pdf here.
Via : ChangeThis - a site with tons of intersting stuff to read & think about.
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