By Jonathan Salem Baskin Published Sept. 11, 2008 12:39 a.m.
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Most marketing remains blinded by the fading glare of its old, outdated promises.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.
This is your Manifesto for making branding work in a post-branded world.
About Jonathan Salem Baskin | Jonathan Salem Baskin produces a daily blog and podcast entitled Today in the Histories of Social Media and the award-winning marketing blog, Dim Bulb, contributes regularly to the CMO Strategy section of Advertising Age, serves as a Senior Fellow of the Society for New Communications Research, and was recently named to the Blogger Board of SocialMediaToday.com. He has 29 years of client and agency marketing communications experience. His previous books were Branding Only Works on Cattle (Business Plus, 2008) and Bright Lights & Dim Bulbs (iUniverse, 2009). Jonathan lives in Chicago, Illinois.
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