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.


 
Wednesday, December 01, 2004


Death of Brands

Lovemarks vs Cluetrain deathmatch. The signal thru all the noise is that Lovemarks are an initial attempt at emotion repositories, and Cluetrains are essentially search economizers.

I think Lovemarks are wrongheaded, but on the right track, because the Net creates Cluetrains whether or not firms want them - it's managing emotions authentically that is challenge for post-branding. Information is cheap; emotions are expensive; emotion management is even more costly.

-- umair // 5:04 PM // 0 comments


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