Change This - 10 Rules for Branding In a Post Branded World

Issue 50 - 03 | 10 Rules for Branding In a Post Branded World
By Jonathan Salem Baskin Published Sept. 10, 2008 7:39 p.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Most marketing remains blinded by the fading glare of its old, outdated promises.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.

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About Jonathan Salem Baskin | Jonathan Salem Baskin is author of Branding Only Works on Cattle, columnist for Advertising Age, and daily blogger at Dim Bulb.

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