This talk discusses how Web 2.0 has transformed the role of brands in the world (for the worse, from a corporate viewpoint), why the dominant approach to digital branding promoted by almost everyone for the last 10 years doesn't work (and so why so many companies are perplexed and depressed today about how to keep their brands relevant and valued), and why cultural branding remains (stands alone as?) a potent way to build brands in this new world.
