People have struggled for years to find ways of explaining the product or "brand experience" and how it can be created. It's been explained by Pine and Gilmore as a theater with props (drawing with no doubt from Erving Goffman), as a mindshare, and in many other ways.
My personal constructionist view of brand is that the best brands are a combination of design and emergence in real communities, but i won't take the time right now to explain (perhaps a later post).
Perhaps the best way to analyze one's brand, though, is to gauge its ability to be parodied. For those of you who have a product or a business, unless it can be parodied in a video like this one (apologies in advance for the questionable content), your product probably doesn't have a strong enough brand. Where does your business or design fall on the 0-10 "parody-able index"?
As an example, the current version of BigTreeTop.com (a company i co-founded) achieves around a 1 or 2 on the index (low) - a problem we're working to solve by making much stronger, fearless statements about who we are.
Friday, February 01, 2008
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1 comment:
That's something that happens in other media, but it never occurred to me in regards to the web.
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