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Brands are Boring?

April 8, 2010 7:34:59.632

Spotted in Doc Searls Weblog

Meanwhile, lots of social media types are talking about brands and branding as if these were new and hip things. They're not. They're heavy and old. We need to move on, folks. Think of something human instead.

I'm not sure what else Doc has in mind. A brand is nothing more than a way to remember a product or service; it's shorthand. People like shorthand; it's easier to say "I like Bud" than it is to say "I like that beer you can get at the market on 23rd".

You need more than just branding, and I think that's where Doc is going - but you aren't going to see it disappear.

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posted by James Robertson

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