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Comments

Rich Benson

Great article.

brad

As a consumer, I hope you are influential, James. I may be a naturally grumpy person, and I may be a product of the Boomer/GenX cultural context I grew up in. In either case, I don't think I've ever felt my relationship with brands has ever been quite as antagonistic as it is today.

At their worst, brands seem like obnoxious house guests. They won't shut up. They won't speak without talking through a bull horn. They shout over anyone else who tries to talk. They hog the remote control, which they are use to program the stereo, TV, and movie player into a blistering multimedia extravaganza of logos, legal warnings, product placements, ads and manufactured pop. They won't pass the salt without first bargaining for something in return. "I'll give you the salt, but you have to give me the butter and pepper, and when you're done with the salt you have to give it back." At one point, they attempt to stage an intervention because they are 'genuinely' concerned one of us is a criminal.

Finally, at the end of the night, after they've been fed and had too much to drink, they tell me I owe *them* money, which they will need immediately to get a cab home. Or, you know, they could sleep on the couch. I pay to get rid of them, and ask them never to return, but the next night they stand outside my window with a bull horn and flowers singing Chris de Burgh until 3am. "I've been missing you, more than words can say... Now I've found you, I'm never letting go.." They don't even know what they've done wrong.

James Cherkoff

Brilliant, thanks Brad....

Luke Errington

Great post James. Got me thinking about what we were doing at Reevoo to make a difference here: http://www.reevoo.com/blogs/reevooblog/2007/09/20/213/

James Cherkoff

Thanks Luke, Reevoo is a great example of building brands by embracing customers' ideas...rather than trying to tell them what to think.

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