"As the digital world evolves, the customer's ability to inform the brand will outstrip the company's ability to control it. As a result, the brand is no longer the proprietary tool for the company that founded it but an ongoing negotiation among the founding company, its own workforce, and the customers who have invested in the end product. The added dimension of interface reveals an unparalleled breadth of a brand's characteristics and gives access that is perpetual and immediate."
Fast Company: “Branding Is About Creating Patterns, Not Repeating Messages”
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