Editor - David Taylor

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brand

David

You highlighted a powerful brand feature: a point of view - for or against a proposition.

Without a fresh point of view, a brand is simply a traditional monologue mouthpiece - delivering a one-way piece of communication through traditional and new channels.

Branding in the new Millennium needs to be about conversation - a continuous dialogue between a brand and its marketplace. And having a point of view - or two - helps to jump-start a conversation and engage the marketplace.

Here are some brands with interesting points of view:

Sun Microsystems: Let's eliminate the digital divide.

Apple: Think different.

Dove: Beauty comes in all shapes and sizes. There is no one image of beauty.

Barack Obama: It's time for change, America, starting in Washington DC, where good ideas go to die.

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