Pun or Oxymoron?

by Tim on November 21, 2006

Elastic Brands — the words came to me between corporate marketing gigs when I was pondering a life as Wise Marketing Man offering to straighten organizations out on their messages, positioning, and go-to-market thinking and tactics.

I like the words because you can’t be sure whether the intention is to convey the snarkiness of a marketing weasel, or to suggest that something once thought of as eternally durable and immutable — a brand -Dkny_glasses- is changing in some fundamental way.

Well the reality is that I didn’t choose the path of the peripatetic sooth-sayer.  So I can’t stand in front of the room with a little too much gel in my hair and sound clever from behind a pair of European eyeglass frames and from within a black Armani suit.  But something in me can’t resist the temptation to share my extremely judgmental insight on topics go-to-market-related.  Sniping criticism will be allowed.  Also, though, will some reflections on an industry (software and what we used to call "high" tech) and a culture that is changing.  So, therefore, must the methods and tactics used to create the elusive "enduring promise of value."

Back soon with some real content.

Jim Moffat March 21, 2007 at 12:22 pm

From one fan of elastic*.* to another, snap.

I thought that elastictime would convey the notion that time could be stretched, an intriguing thought. That’s a leap too far for most, so it’s just an intriguing term – simple enough to remember, and quirky enough to be memorable. Elastic Brands works for me.

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