We make brands more human.

Everything is changing. As it turns out, brands don't "own" market segments. They are simply nodes in complicated human networks. And they're either influential in their networks, or they're not. To have influence, brands must become knowledge brokers. And they need to learn how from the ultimate brokers: humans. Your brand needs to learn to be more human.

Social Media Qua Non
December 30, 2008
by phaedrus

So now we’ve got Social Media. It is the bell what ringeth out glory on high. As is the wont for cohesion in every industrial tribe, marketers (and IT folks of course) have their lexical totems. Social Media—how about I just call it, like, Social, k?—is the totem of the moment.
Great. Social rocks. It does. But it’s not there yet. Because we’re not there yet.

(more…)