Point of View: Identity crisis

The article highlights the importance of having a strong sense of what the 'brand' is, stating that most social media problems are actually a result of branding problems.

Point of View: Identity crisis

Molly Flatt1000heads

Hands up if you hate the term 'brand'. Yep, I thought so. The word originally comes from the Old Norse 'brandr' —the practice of stamping hot metal symbols on livestock -and the etymological whiff of brutality still lingers. Brands stink of globalised uniformity, of slick corporate coercion cloaked in a shiny logo and an uplifting tagline. And we hate them even more now we're all supposed to be one, with our precious, unique, hydra-headed identities boiled down to a Klout score and a sexy one-line Twitter bio.

But the old-school principles of...

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