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"Perhaps what we're experiencing isn't an exception to the experiences of past generations, but rather another opportunity to do things we human beings have always done... only faster, more broadly, etc. Certainly our technology is also contributing novel changes to how we live, but I wonder if those instances are circumstantial to the more fundamental behaviors that prompt them.
Applying these lessons of history to today's social media planning might yield better (or at least different) insights, and ignoring this knowledge leaves business leaders bereft of an extensive track record of what works, what doesn't work, and why.
In fact, history provides antecedents for every behavioral, cultural, and commercial quality we ascribe to our latest social media technologies ... "
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We live in the twilight of a branded world born over 100 years ago.
Most marketing remains blinded by the fading glare of its old, outdated promises.
Yet there is a new approach to brands ahead of us, based upon a definition that is less about static image and imagined identity, and more about real-time interaction and actual involvement between company and consumer.
This is your Manifesto for making branding work in a post-branded world.
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