Sbranding

This document discusses how brands can adapt to the modern social web. It recommends that brands (1) de-brand by examining if their values are true, (2) e-brand by understanding what people really care about rather than focusing on the brand, and (3) re-brand by mixing brand values with people's needs to create something new and exciting that evolves over time. It also notes that bloggers discuss products online, digital natives expect brands to be social, and the web allows people to be engaged at work.