To be relevant, it's no longer acceptable to be an ad-hoc publisher and expect the masses to flock to one's brand or cause. Just the opposite, relevance is largely defined by one's ongoing presence in the broader online conversation.
After being tipped off by a subscriber to my Honest Slogans site, it appears that someone has created a counterblog entitled Dishonest Slogans that takes slogans I've created and makes them, well, dishonest as opposed to truthful.
Many times when top company executives are separated they will detail two different company visions, which can spell trouble when company representatives talk to the press, or even to their own employees.
Rather than simply spending $4 million for 30 seconds of in-the-moment hype, brands like M&M, Axe, Jaguar and Sodastream are using their Super Bowl advertisements -- and the corresponding hype -- to launch year-long integrated marketing campaigns.
This week, I'm putting away my devices a bit more. I'm going to walk the streets, take the trains and ride the elevators with eyes wide open just to see what brands speak to me without even saying a word.
Branding has become so important, and so important in representing our commercial stakes, that even the Hells Angels now make sure that their image remains pure, in a manner of speaking. The club sues often to protect how it is represented.