Bouncing off this NYT article, Gareth at Brand New makes the point that co-creation is not about brands
doing what they normally do and leaving a gap to fill in but about, "creating something people want to pass around, adapt, play with, share and talk about." And from the article, "Grant McCracken, an author, anthropologist and consultant, takes a
broader view, describing consumer involvement as a kind of branding
Reformation: marketing professionals used to be the high-priest
gatekeepers, but now we can all have a direct relationship with the
Almighty Brand." Wow, first a Renaissance and now a Reformation! (Of course, we have our own 95 Theses.)
About Us
Recent Comments
- James Cherkoff on What's The New Normal For Big Brands?
- Nick on What's The New Normal For Big Brands?
- James Cherkoff on Will Google Ever Be Cleverer Than Mumsnet?
- Elliptical reviews on Will Google Ever Be Cleverer Than Mumsnet?
- James Cherkoff on The Network Effect Explained For Marketeers
- Home Staging Toronto on The Network Effect Explained For Marketeers
- James Cherkoff on That Distant Rumble Is Big Data
- bradbell.tv on That Distant Rumble Is Big Data
- James Cherkoff on The Marketing Industry's Siloes Are Its Bunkers
- John Natoli on The Marketing Industry's Siloes Are Its Bunkers
Our Manifestos
Partners
« Off To Reboot A Renaissance | Main | Reboot - It's All About The Social »
May 30, 2006
TrackBack
TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341c959f53ef00d834c587b269e2
Listed below are links to weblogs that reference It's A Reformation Baby:
Comments
Verify your Comment
Previewing your Comment
This is only a preview. Your comment has not yet been posted.
Your comment could not be posted. Error type:
Your comment has been posted. Post another comment
As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.
Having trouble reading this image? View an alternate.
Recent Posts
- Brand Conversations – Is Anyone Listening? (And If So, Do They Care?)
- Does Fail-Fast Make Sense For Big Brands?
- Online TV Comes Of Age In The UK - So What?
- That Distant Rumble Is Big Data
- Software Is Eating TV
- Definitions That No Longer Apply
- 'Collaboration Is A Survivalist Necessity'
- In Networked Media Links Mean Business
- The Marketing Industry's Siloes Are Its Bunkers
- What's The New Normal For Big Brands?
Glad you caught that article James as I missed it. This line resonated with me for a variety of reasons...
"The era of the brand that's blandly constructed and hopes not to offend anyone — to be pleasant — that notion is really dead."
Posted by: BIG SWINGING | June 01, 2006 at 03:03 PM