Comments on: Brand strategy http://cultureby.com/2008/09/brand-strategy.html This Blog Sits At the Intersection of Anthropology and Economics Sat, 20 Mar 2010 01:58:46 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Leon Jacobs http://cultureby.com/2008/09/brand-strategy.html/comment-page-1#comment-1224 Leon Jacobs Fri, 05 Sep 2008 15:14:15 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-1224 <p>Your latest string of posts are the blog-version of when sitcoms do flash-back episodes. :)</p> Your latest string of posts are the blog-version of when sitcoms do flash-back episodes. :)

]]> By: Sam Ford http://cultureby.com/2008/09/brand-strategy.html/comment-page-1#comment-1223 Sam Ford Thu, 04 Sep 2008 20:24:08 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-1223 <p>Hey Grant, I'm really interested in this "consistency is dead" statement. Is it that a certain kind of consistency is dead, in your mind, or that consistency no longer matters in any vein? Consistency in terms of meaning control and easy definitions is indeed being challenged; on the other hand, it's important for a brand to realize that, when they communicate with one audience in a digital world, many other audiences are likewise to see that messaging. Does that mean a brand has to be one thing in a fragmented world? Absolutely not. But they likewise have to remember that communication amongst all these audiences criss-cross and that fans create master narratives by reading corporate press releases, ad campaigns, etc., and read it against the product or entertainment property.</p> Hey Grant, I'm really interested in this "consistency is dead" statement. Is it that a certain kind of consistency is dead, in your mind, or that consistency no longer matters in any vein? Consistency in terms of meaning control and easy definitions is indeed being challenged; on the other hand, it's important for a brand to realize that, when they communicate with one audience in a digital world, many other audiences are likewise to see that messaging. Does that mean a brand has to be one thing in a fragmented world? Absolutely not. But they likewise have to remember that communication amongst all these audiences criss-cross and that fans create master narratives by reading corporate press releases, ad campaigns, etc., and read it against the product or entertainment property.

]]> By: niti bhan http://cultureby.com/2008/09/brand-strategy.html/comment-page-1#comment-1222 niti bhan Thu, 04 Sep 2008 16:53:40 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-1222 <p>you wrote : Brands are going from wooden, overdrawn, repetitive creatures to something more nuanced, complex and interesting. </p> <p>I do wonder if that may be due to the increasing influence of the 'read/write' web, blogs, social networks et al where anyone online is in one sense "a brand"?</p> you wrote : Brands are going from wooden, overdrawn, repetitive creatures to something more nuanced, complex and interesting.

I do wonder if that may be due to the increasing influence of the 'read/write' web, blogs, social networks et al where anyone online is in one sense "a brand"?

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