Brand Shifting

July 28th, 2004

Stowe Boyd of Get Real asks how blogging shifts the meaning, perception, and utility of brand…

I maintain that a metaphorical shift of brand is taking place, analogous with the time shifting that real-time communication has engendered. Being able to touch people in real-time has changed everything in business conversation; similarly, moving the positioning of product or service from broadcast into many:many dialogue will force a reappraisal of brand. It will no longer be a promise, it will be an invitation.

Does it mean good-bye interruption, hello engagement?
Note: Cross-posted from tBBC blog

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