The Molten Core of Interactive Marketing

Sitting at the main studio table this morning, cup of Peet's coffee in hand, I'm putting down more thoughts on branding in the interactive space. It's not all that easy, given the damage done to me at last night's meeting with some of Philadelphia's digerati. I like the Black Sheep Pub where we met as much as the next guy, but a dinner comprised solely of hummus, nacho's, fried calamari and spicy fries just can't happen again....

The Shift from brand management in traditional media to interactive media is....

Traditional media

1. Private
   
2. Push - Pull
   
3. Thing

Interactive media

1. Social
   
2. Proximity
3. Animism

In other words, in traditional media the brand interaction is seen more often than not as a private relationship where attributes are seen in a thing.

While in the interactive media - that is now enabled by the internet and web2.0 - both the product and consumer have a brand. The brand for each is influenced by the proximity of the two. They can see each other. They can talk. Others can see them engaged.

The product is no longer a thing. It is a being with attributes much like the consumer.