Post Brands

There's a lot of talk about brand value, especially when you're surrounded by design educators, and I've always been suspicious of it. Never more in fact than this week, when I'm party to lots of discussions about the future branding of academic courses. This then from Dim Bulb is very timely and very welcome:

So who needs brands when you have ubiquitous information?

Branding was always shorthand that existed to fill the information gap inherent in a marketplace where customers were separated by time, space, and experience from sellers, and from one another. 

In the PC-everywhere society, that gap no longer exists.

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