Brand Control on the Assembled Web
Who controls the meaning of your brand on the internet?
Control! (Photo by Faramarz Hashemi, cc-by license)
One of the principles of the assembled web says:
Your brand is not what you say it is, but what your prospects, customers, partners, and employees say it is. In short, your brand is what the Internet says it is. You influence this not through marketing but through creating appropriate experiences and getting users exposed to those positive experiences. (Micro-interactions are ultimately assembled into and become brands).
