The Interactive Brand

The traditional brand is built around the metaphor television gave us: push messages out to audiences through different channels, elicit a visceral emotional response by connecting your company to a feeling, hone your image.

Television is losing its place as our dominant form of public discourse, though, and a successful brand needs to be built around the metaphor that the internet is giving us.

Today, the successful brand is the Interactive Brand.

It’s not about your message

I hate to say it, but it’s true. Marketers really like to talk about hav­ing a strong cen­tral mes­sage or pro­mot­ing “that one big idea” or some other such ter­mi­nol­ogy. The prob­lem is that after 60 years of adver­tis­ing, peo­ple see right through it. The gig is up. In the inter­ac­tive age, there are lots of mes­sages, and …

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The interactive entrepreneur

This is a thought in progress. I’ve been think­ing a bit about busi­ness mod­els and entre­pre­neur­ship lately, how the inter­ac­tive age is chang­ing the way we think about business—and stuff keeps com­ing across my radar. This morn­ing, I read a lit­tle piece where Richard Branson talked about look­ing at inex­pe­ri­ence as an advan­tage: Our group’s history …

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