Jennifer Rice of Brand Mantra announced on her blog today a new blog--What's Your Brand Mantra?- BrandShift launches today--that she is co-writing with others at Corante's site--Why BrandShift?- Corante > BrandShift--with a stellar cast of characters: Johnnie Moore,John Winsor, and Andy Lark. Her first post on BrandShift really sets the tone and challenge for brands today. Here's the intro:
A few years ago at at my high-school reunion, I met a guy who I swore I'd never seen before. Clean-cut, nice-looking guy. He must have seen me glancing at his name tag and his face, because he approached me and said, "No, you probably wouldn't recognize me. I used to be one of those long-hair druggy types who never showed up to class. I cleaned up and went to med school. I'm now married with a child on the way."Wow, how people change. So do ideas.Branding is an idea.The traditional view of branding worked just fine back in the 70's and 80's when times were simpler, slower-paced, and we didn't have the proliferation of products and media that we have today.
Wow. If brands are ideas, and ideas change, then gone are the days of the glacial pace of brand change. We've seen lots of examples of this in the last while, especially in clothes, shoes, and food. Products that you'd never think of as "low in carbs" are. Well they always were. But now whole lines are being re-branded for the "carb-conscious" consumer. I've already added this blog to my feed list--no don't ask what that brings it too, it's over 420 I think. I'm looking forward to more cool stuff from these folks.
Powered By Qumana
