Eight years ago Chris Locke, Doc Searls Rick Levine, and David Weinberger posted their Clue Train Manifesto. It became a best seller lauded for cutting through the marketing hype and speaking plainly about the shift markets and marketers are experiencing. Buy it, re-read it online or at least review the 95 theses available on the website and as a pdf for your convenience. Please return and comment. Tell me: is it more relevant and manifested today in the 2.0 environment than ever?
My next posts will explore other metaphors and approaches describing the sea change marketers must face to guide and manage their brands in a “Consumer-in-Control” world ultimately to deliver what we call “Real Branding.”