Postmodern marketing breaks down traditional barriers, especially between the enterprise inside and customers outside. It also shows us how other traditional divisions can be eliminated.

Last time, we talked about the importance of doing good strategy before execution. This time, we'll explore why that is.

It's a common idea. Before you do any execution, do the strategy. Maybe it's too common. Because almost no one follows this simple advice.

Earlier, we talked about how the current understanding of brand authenticity is inadequate. This time, we'll outline a more intelligent notion of authenticity.

Seth Godin identifies the importance of audience participation. At first, I thought he was going to call out a well-known but never discussed secret of why some clients get good service and some poor. Since he didn't, I will.

In the first part of this post, we discussed the nature of the ordinary kind of branding. Last post, we discussed the shortcomings of this approach and distinguished it from the true nature of branding. This time, we'll discuss how to achieve this kind of branding and who is good at it.

Last time we discussed the ordinary kind of branding. This time we'll look at the better kind.

Good branding creates an understanding of the essence of the company. Just as a writers characterization allows the reader to grasp the true essence of the individual (whether fictional or nonfictional), the brander must establish the true nature of the company.