In an increasingly cluttered media landscape, brands stand as lighthouses over seas of mediocrity. They mean something - and in defining themselves and what they stand for, they help us define ourselves.
"Consider that as our identities, data flows and allegiances (can) become more fluid, refined and environmentally responsive given the increasingly connected edge, long-term differentiation becomes less a byproduct of A Big Idea (what you’re doing), or your technology or distribution plays (how you’re doing it). Connected consumers will want to know who you are and why you’re doing certain things (and keep constant tabs on these indicators) to see if you’re worth their affiliation.
In a sense, this is arguing for the primacy of reliable narrators and powerful story (read: brand), even as it charts the rapid decay of traditional branding approaches."
[from Brian Oberkirch's blog Like it Matters]