Doc Searls takes on branding...

I hate the term branding. Same with consumer, audience and market when it's modified by target.

He explains his statements further:

And yeah, I do believe that branding matters, only so far as being clear and consistent about your name (or your product's name) and what it means. After that, marketing needs to be about conversations and relationships (which is what markets are all about). I have lots of ideas about how to do that, but none of them involve leveraging anything from traditional marketing.

Indeed. And he certainly is not alone.

Back to Big Blog Company