Brand socialism

By Mike Davison

Not a term I have heard before but struck a chord when doing the daily blog dig. Thanks to Dave Duarte for the path to this article from Marketingweb’s Reg Lascaris. Great stuff but one thing stuck. This assertion:

"Techies don’t own new technology, the trendies do."

Who owns the brand is no longer clear and obvious, especially online. Everyone who offers and opinion, writes a review, posts pictures of a product owns a piece. It’s the techie who leaks the proto pics of a new music device on his community; it’s the Myspacer who creates a video diary of her experiences with her new toy; it’s the newbee who complains that he can’t work it. All this creates a rich array of perspectives and experiences to the extent that no one caste owns the brand.

True brand socialism.

Like this?

Brought into the world on Wednesday, November 29th, 2006 and filed under Uncategorized.

  • http://lokomotivebreath.wordpress.com/2009/08/28/the-case-for-brand-socialism/ The Case for Brand Socialism « LOKOMOTIVE BREATH

    [...] 2006 blog post is no longer active, I can only tell by second-hand quotes from Dave Duarte and Mike Davison at 1000heads.com what the originator was refering to. From those sources it seem as though Lascaris [...]