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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.

Nobody Likes A Quitter
May 26, 2010
by Mary Ann Baker

Has anyone seen the newish online stop-smoking program campaign becomeanex.org? It’s a program designed to help you “relearn life without cigarettes.” I was drawn to it through banner ads containing quirky line art animations of smokers in trigger situations – i.e., out drinking, after a meal, celebrating…

In each 10-second animation there’s a surprising reveal of the cig behind the situation: the “celebrating” girl is surrounded by confetti and blowing a party horn. After a few honks you realize it’s actually a lit cigarette she’s blowing. The “after a meal” guy finishes his food and belches up a cigarette. Kinda weird – I like it!!  (more…)