Chapter 10. The Open Brand Framework

Are you ready to open?

If so, we’ve put together a strategic framework that capitalizes on both the social web’s traits and technologies and the icitizenry’s power to be both medium and message.

Two trends in particular anchor the open brand framework:

  • The first is the emergence of consumer notoriety through the increased visibility of individuals—as data, as consumer profiles, as artists or entrepreneurs no longer reliant upon paid third parties to be “known” to the world. This is in contrast to what historically has been relative consumer anonymity with regard to brands and the world.

  • The second is the emergence of creative production, the opposite of simple, uncritical consumption. This is evidenced by the dazzling ...

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