Brands Forced To Learn New Customs

That the web is a revolutionary medium, goes without saying today. But James Cherkoff’s thinking may lead one to say it, regardless.

Many big brands are shocked to discover that their fame is almost irrelevant online.

Checkoff says brand’s offline fame must be “exchanged into local currency that is instantly recognised, trusted and circulated” and that they way to do that is let people remake it in the web’s image.
It’s wonderful contrary thinking, but there are many layers of MBAs and lawyers on the brand side fighting against just this sort of thing. Which isn’t to say it can’t be done, just that it won’t be done too often.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.