In some of the more recent blog entries here, we’ve discussed how brands are driven more by citizens than organizational managements. It’s not happening in isolation: it’s happening to the English language at Merriam–Webster. The dictionary people have implemented a Wiki of colloquialisms. Rather than editors dictating the words, everyday folks can go in and add them. It’s useful from the point of view of tracking etymology and seeing which words (e.g. Google as a verb) have staying power.
What next? A brand wiki? It is totally possible, where everyday citizens put down their ideas for a brand’s direction and it’s all fed back into management to see if there is merit to steering an organization a certain way. It could happen, and it might even happen this year. Posted by Jack Yan, 15:02
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