http://tenayagroup.com/blog/2007/07/05/brand-evolution-from-mark-to-media-to-means/ Brian Phipps on next-generation brands: Tue, 25 Oct 2011 15:28:29 +0000 hourly 1 http://wordpress.org/?v= http://tenayagroup.com/blog/2007/07/05/brand-evolution-from-mark-to-media-to-means/comment-page-1/#comment-25041 Brands Create Customers » Blog Archive » As mass media dies, brands are born anew Fri, 10 Aug 2007 00:22:40 +0000 http://tenayagroup.com/blog/2007/07/05/brand-evolution-from-mark-to-media-to-means/#comment-25041 [...] To see where brands are headed, check out the diagram in Brand evolution: from mark, to media, to means. One reason for the impending “chaos” in advertising is that brands are beginning the transition from “media” to “means.” They’re moving from “brands as messages” to “brands as enablers.” They’re in the seam, like a tectonic plate that’s being subducted, to be melted down and spewed forth as entirely new landforms. To those in the old regime, this seems like the end of the world. However, in the new world abuilding, the virgin brandscape is awash with new customer opportunities, on a new brand foundation. [...] [...] To see where brands are headed, check out the diagram in Brand evolution: from mark, to media, to means. One reason for the impending “chaos” in advertising is that brands are beginning the transition from “media” to “means.” They’re moving from “brands as messages” to “brands as enablers.” They’re in the seam, like a tectonic plate that’s being subducted, to be melted down and spewed forth as entirely new landforms. To those in the old regime, this seems like the end of the world. However, in the new world abuilding, the virgin brandscape is awash with new customer opportunities, on a new brand foundation. [...]

]]> http://tenayagroup.com/blog/2007/07/05/brand-evolution-from-mark-to-media-to-means/comment-page-1/#comment-22960 Brands Create Customers » Blog Archive » Creating customers with the brand sandbox Tue, 17 Jul 2007 16:31:54 +0000 http://tenayagroup.com/blog/2007/07/05/brand-evolution-from-mark-to-media-to-means/#comment-22960 [...] The sandbox approach meshes with what I’ve been propounding as “the brand as means,” where the brand rises from a dictated message mode to become an enabling platform for customers. The brand enables customer connections, and many levels of customer interaction. (See: Interaction design: the new key to brands.) [...] [...] The sandbox approach meshes with what I’ve been propounding as “the brand as means,” where the brand rises from a dictated message mode to become an enabling platform for customers. The brand enables customer connections, and many levels of customer interaction. (See: Interaction design: the new key to brands.) [...]

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