Being Beta

Exercises in the higher banter with One of 26. Elsewhere called 'poet of adland'. By a whipple-squeezer. Find out why being beta is the new alpha: betarish at googlemail dot com

Thursday, April 19, 2012

Commercial: Brand as platform

I know lots of people have been saying it for ages, but I think the era of brands being closed, monolithic entities with consistency everywhere as their sole driving aim as finally coming to an end. Proof? 1) What Smithery says, especially about brands being reusable in anyway people see fit; and then 2) as proof of this, that Android's robot can be grokked as you want. Open Branding: it's almost here.

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