Are you up for the challenge of open branding? (Landor Perspectives 2010)

With consumers becoming less trusting of corporate businesses, Alex Do from Landor Associates argues that brands need to become more open and adopt an open-source mindset.

Are you up for the challenge of open branding?

Alex Do Landor Perspectives 2010

Open source, open access, open standards, open architecture—all are part of why so many have fallen in love with Facebook, Firefox, WordPress, and—I'll say it because everyone else is saying it—Twitter. They're all flexible platforms, invite user opinions, and enable co-development and co-creation to varying degrees.

The “open web” and its underlying set of technologies have indeed made a big impact on how we interact and engage with online properties, sites, social networks, and the like.

Okay, “open” may be one of the most overused—...

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