Noah Brier has been rippin it up lately. If you don't subscribe to his blog, you should. I am quoting him as he is quoting Scott Karp (who I've been reading lately and agree has a great blog) as Scott quotes J Walker Smith.
On Branding
These days, the best way to get people's attention is not to engage consumers with a brand, but to host or facilitate a context for people to engage with one another.
From Productivity: Meet, Greet, Then Market by J. Walker smith, president of Yankelovich Partners. He's right on. It's all about value: With all the choices out there you better do more for me than just tell me how great your product is. I want real value. (Link via Scott Karp's fantastic Publishing 2.0.)
That's the key. To BE relevant in the marketplace, you have to create or associate yourself with experiences. And that's not easy. It usually involves mixing old and new media. And it involves place and time. It involves creating a setting that works and then letting people enjoy it.
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