Umair Haque / Bubblegeneration
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Design principles for 21st century companies, markets, and economies. Foreword by Gary Hamel. Coming January 4th. Pre-order at Amazon.


 
Friday, November 26, 2004


Post-Branding

Surowiecki on the death of the brand. Funnily enough, I was thinking about this after I got woken by a call in the early, early morning. What will replace brands? I think something akin to repositories for consumers' emotions about businesses, products, services, etc. Now, I know I'll take heat from marketing guys who say this is what brands are - I disagree - I think brands operate at a less fundamental psychological level; the level of associative learning.

'LoveMarks' is on the right track, but it's obviously biased to one end of the emotional spectrum. A better term might be emotioneering (although that's pretty bad as well).

-- umair // 1:16 PM // 0 comments


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