Control and the future of brands
Controlling the ways a potential customer experiences and identifies your products has always been the heart of branding. But what happens when brands have to give up some of that control?
On Saturday, I proposed something to ponder over the weekend. Namely, I suggested that we all think, over the weekend about the possibilities of a brand and design strategy that takes into account multiple degrees of control, in the various registers of user experience.
This is a deep and complicated question, and whatever strategies will be used to resolve it will likely involve brand strategies that are downright alien to the ones we know today. Why this might necessarily be the case, I thought, may give us some deeper insight into moving forward on this difficult problem. After all, diagnosis is one thing, treatment is another.
Tagged with: Apple, Branding, Cheez Flavored Crackers, Context, Control, Design Ethics, Futurama, Jonathan Salem Baskin, Microsoft, Mike Krol, Search, Seth Godin, Strategy, Tribes.
