October 24, 2004
doc responds
Doc Searls: “Blanding”.
Doc responds to the “Branding is alive and well and engaged in meaningful conversation about iPods” crowd:
We can try all we like to nice-up and otherwise modernize (conversatonalize?) the word “brand”; but its origins will always be with us. And there was nothing conversational about those.
Also from Doc, “The Brand Bubble is Bursting.“
Yes, the Net changed the world completely. It was an asteroid administered to dinosaurs. But rather than take advantage of the new conditions created by the Net, VCs and their beneficiaries decided to emulate one of the least viable dinosaur conditions: size anddominance.
Besides, it’s really hard to modernize a word that has no meaning.
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Hmmm, I love this general conversation and I fear the narcissism of small differences. The kind I’d be induldging by pointing out that if you use a word at all, you must mean something by it. If you want to say branding is dead, than you presumably think it was once alive…
But hey, that would be too pedantic. Main thing is, a lot of the rubbishy ways we’ve gone about marketing in the past just aren’t convincing anymore…
Yeah agreed, Johnnie. It’s definitely not a conversation well-suited to pendantic folk.
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