The Dialogic Brand

There are different levels of meaning associated with any given brand, some of which are absolutely new to a moment, and others that are continuously there over time. A brand is composed of these meanings. These meanings are being carefully chosen and crafted. And then they’re managed, because we’re swapping meanings in and out to make the brand ad

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I spend 90% of my time thinking about stories and narratives, and like so many other things, narrative formation is getting decentralized. This is my attempt to figure out what’s happening and where it’s heading.Crafting and telling stories is part of what makes humans humans. Stories let us coordinate across time and space. Stories are undeniably ... See more

Personalization requires an ongoing conversation between the creator and consumer, artist and fan, producer and user. It is deeply generative because it is iterative and time-consuming. Marketers call that “stickiness” because it means both sides of the relationship are stuck (invested) in this generative asset and will be reluctant to switch and s

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