http://tenayagroup.com/blog/2007/07/17/creating-customers-with-the-brand-sandbox/ Brian Phipps on next-generation brands: Thu, 20 Nov 2008 13:54:26 +0000 http://wordpress.org/?v=2.0 http://tenayagroup.com/blog/2007/07/17/creating-customers-with-the-brand-sandbox/#comment-32918 Sat, 13 Oct 2007 05:31:48 +0000 http://tenayagroup.com/blog/2007/07/17/creating-customers-with-the-brand-sandbox/#comment-32918 [...] In other words, newspapers have to re-create their customers. This is a brand strategy task, driven by the dynamics of growing customer capabilities instead of perpetuating the legacy constraints of paper and ink. For newspapers, trying to contain customers, or to hold them back from the Web’s promise, is the wrong brand agenda. It’s a losing battle from the get-go. [...] […] In other words, newspapers have to re-create their customers. This is a brand strategy task, driven by the dynamics of growing customer capabilities instead of perpetuating the legacy constraints of paper and ink. For newspapers, trying to contain customers, or to hold them back from the Web’s promise, is the wrong brand agenda. It’s a losing battle from the get-go. […]

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