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  • nmw 15:18:20 on 2015/01/07 Permalink
    Tags: , branding, , mean, meaning, meaningful, meaningless, name, ,   

    A Brand is Nothing More than a Cup You Fill with Meaning Later 


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    a brand is nothing more than a cup you fill with meaning later

    http://battellemedia.com/archives/2015/01/three-golden-rules-naming-something.php

    I agree — except I would add that a brand not only is empty and meaningless now, but will remain so forever. It is more like an “ID tag” — like your social security number or some other “unique identifier”. The whole purpose of a brand is to identify, not necessarily to impart any meaning.

     
  • nmw 15:28:55 on 2014/12/17 Permalink
    Tags: , , brand name, brand names, branding, , commercial, community, core, , , generic, magazine, magazines, must read, proprietary, publication, , , target audience, top level domain, top level domains, trademark, trademarks   

    Must Read Dot Com 


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    To me, just one question matters when it comes to a publication and whether it has a chance of long term success: Is it a must read?

    http://battellemedia.com/archives/2014/12/media-must-succeed.php

    This relationship (the “must read” obligation) is also the way many people feel about the “Dot Com” top level domain.

    I agree that for commercial activity (i.e., for trademarks, brand names, etc.) this obligation to appear in the “dot com” registry seems reasonable.

    What John says about the core community (the core “target audience”) of any publication is also something I wrote about with respect to the new proprietary top level domains — see http://www.circleid.com/posts/20141121_experience_and_evidence_point_to_strong_renewal_rates_for_new_tlds/#10369

     
  • nmw 19:32:23 on 2014/09/29 Permalink
    Tags: American Express, , branding, , conversation. experience, conversations, discussion, , , , markets, , success, successful   

    We Don’t Need Your Conversation 


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    let’s start with a successful experience that is media – American Express’ Open Forum

    http://battellemedia.com/archives/2014/09/every-company-experience-company.php

    If open.com were a place where I could find information about “open”, an “open” experience, open commerce, or something like that — and if I were interested in that topic, then I agree: It would be something I would regard as “success”… but that would have little or nothing to do with the “American Express” brand per se. The point I wish to make here: Instead of “open” being use to promote “American Express”, the company should recognize that its brand name is simply a meaningless string — but if the company wishes to actually engage in a conversation about “open” (and I am interested in a conversation about “open”), then open.com might be a good basis for such a discussion. Just remember to leave the “AmEx” meme at the door (or the entire campaign might even backfire with shedload of negative junk).

     
  • feedwordpress 01:55:56 on 2014/03/03 Permalink
    Tags: , , , branding, , , , , kurzweil, , , , utility   

    Else 3.3.14: Is The Internet A Utility? 


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    The post Else 3.3.14: Is The Internet A Utility? appeared first on John Battelle's Search Blog.

    elecutilThe week was dominated by Google related stories, but the top dialog had to do with the Internet itself. I’m sensing something of a shift in society’s beliefs about the Internet’s central role in our humanity. Five years ago, no one wanted to talk about Internet access as a basic human right. In 2012, the UN called it exactly that. With access consolidating into what looks like a natural monopoly, might regulation as a utility be far behind?

    Real Time (Medium) Another, denser version of previous essays asking whether it isn’t time to call the Internet a basic utility. “..the immaterial organisation of the internet has now become the most dominant force on this side of the planet...” Unfortunately, this piece is too dense. Try this one instead: The Internet Is Fucked (TechCrunch) in which the author enjoins: “Go ahead, say it out loud. The internet is a utility.There, you’ve just skipped past a quarter century of regulatory corruption and lawsuits that still rage to this day and arrived directly at the obvious conclusion.” Of course, that created a rejoinder: More? - “The Internet is an incredibly useful tool in modern society, but it isn’t essential to the basic functioning of society. Utilities are.” My take: The Internet is a basic need now for the info-organism we are all becoming. So I’m leaning toward the utility camp, I’m afraid. There’s a new book on the subject, should you be interested.

    The Monuments of Tech  (NYTimes.com) A meditation, with far too photos, on the meaning of the campuses built by Google, Twitter, Apple, Facebook. Have you read The Circle yet? Read The Circle. Then read this.

    Welcome to Googletown (The Verge) As long as we’re talking tech monuments, here’s a full blown deep dive into the relationship between Google and its Silicon Valley home, Mountain View. As one might expect, it’s fraught. But I’ve spent time in Mountain View before Google got there. Not that much has changed, outwardly. If Google keeps growing the way it’s planning to grow, that won’t be the case.

    Are the robots about to rise? Google’s new director of engineering thinks so (The Guardian) Part of me wonders why they let Ray Kurzweil out of the building at Google. But this is worth reading in any case. Related: Kurzweil’s review of Spike Jonze’ Her. 

    When quantified-self apps leave you with more questions than answers (The Daily Dot ) Something of a takedown on admittedly kludgy first generation self trackers. “I tweet a lot, but it’s mostly nonsense. I don’t have a whole lot of use for “data” about myself.” I just started using the Nike Fuelband. I’ll post plenty about that I’m sure, as the first week has proven interesting.

    Can Privacy Be Saved? (The New York Review of Books) Don’t you love articles that ask questions, then fail to answer them? Me too. This is a review of various government reports and Presidential speeches arising from the Snowden revelations. The essay makes a strong case for – making a stronger case for privacy. It ends by citing Orwell, Dick, and Bradbury. It does not answer the question – which may well be the answer after all.

    To Be Clear: Do Not Build Your Brand House On Land You Don’t Own (Searchblog) In case you missed it, a small reminder about the perils of building on rented land.

    The post Else 3.3.14: Is The Internet A Utility? appeared first on John Battelle's Search Blog.

     
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