“Are we ok with relinquishing control, and having others create our brand with, or even for us?” Asks Paul Bennett at the Economist Conference (part 1 and part 2.)
“The era of the brand that’s centrally constructed is over. That notion is really dead.” Says Grant McCracken, author of Chief Culture Officer: How to Create a Living, Breathing Corporation.
So, does branding still matter? Asks PSFK, an ideas and creative group, and discussed here by their PurpleList panel of experts.
Yes. I think we all understand that brand matters, perhaps, even more than before, but the context in which we’ve come to understand the brand experience is continuously evolving. Our new challenge is, can we successfully guide our brands in an era that demands true dialogue (and not just enhanced monologue) and can our brands be sustained beyond the product life cycle. As Mr. Bennett eloquently characterizes, can we create “the theater, and not the entire play.”