Developing Network Brands

Oh beware my hyperbole. Rather than doing Yoga this morning in an attempt to help my aching back, here I am writing a blog post about branding.

Why?

I said i strongly disagreed with this post by @jinal_shah

Now strongly disagree was probably the wrong phrase. Because sure I believe a lot of the things she is saying in the post. That being said, how one constructs or approaches something is as important as the common sense that is underneath it. I would say that I think there is some wrong mindedness that is going to lead people in the wrong direction. For today, I'll just start with the first sentence (and I'll try to get to some more commentary on the weekend when i have more time).....

"Digital is a broad term and encompasses a variety of skill-sets and channels to achieve specific goals"

Well, sure i guess so. However, this is where the problem starts.

If you don't see digital as a universal language that has driven the convergence of devices, applications and standards then you won't understand that digital is everything...

People in the advertising industry talk about digital as a channel or skills. They create departments and put people in them that have words like social media in their job titles. This will lead you to integrated or convergence communications which isn't a very new idea or way of doing business at all. It's status campaign quo at this point or should be.

It will not lead anyone to understand why brand now have to have purpose - or create shared beliefs with their customers. Building a network brand and the concept of thought leadership are not interchangeable. While Brands need POVs, the concept of a networked brand is so much bigger than that one piece it again leads one down a wrong path to view them as the same.

Ok sorry, that's all i have for you this morning. The toddler is throwing his iPad in my general direction. If you want some more on network brands and how I view things have changed you can always go over to slideshare and read the two presentations i have up there - Web Circa 2000 an presentation on digital branding from 2000 and Ecosystem Marketing from 2007.

Later......