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Tuesday, January 30, 2007

Get back in the box

The title of this book is very misleading. Primarily, "Get back in the box" is about how brands are trying to be more interactive than they were in the past. Today, brands are extending the interactivity and embedding themselves into users lives further than before. They are trying to be fun, and fit in. It is no longer about wearing a brand, it's about identifying with it and interacting. When I read it, I felt many times that the author was incredibly insightful - no one else had identified this trend.

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