Being amped-up on one's "creation" is not the same thing as being amped up on the brand. In fact it's just the opposite. If you look at Starbucks, or Amazon - these are companies who will do ANYTHING to serve the customer. They're not in love with the technology, they are in love with the audience.
Post-branding is the undoing of the brand. The difference is whether that's purposeful or not purposeful. I would suggest that post-branding masters are masters of purposefully undoing the brand, and making it look effortless. (Lauren Hutton.)
The distinction between branding and post-branding is absolutely critical. Branding is done outside a social media context. It is striving for absolute consistency. Post-branding is done in concert with social media - it is knowing. When NBC lets viewers "join in on the conversation while watching the show," that is post-branding.
One other thing - branding to me is amoral, neither good nor bad, simply a tool. I don't idolize great brands (but do want to learn from them). I do get angry at people who cheat and steal. The moral struggle involved with being a brand person is, how do you NOT collude with people who are happily putting lipstick on the pig?
Post-branding is the undoing of the brand.
Dr. Dannielle Blumenthal has pioneered best practices in the federal government while spearheading dozens of digital/social media campaigns, integrated marketing initiatives, and communication efforts. Blumenthal began her career in branding at Young & Rubicam's Brand Futures Group/Intelligence Factory, and launched pioneering social media programs externally and internally at The Brand Consultancy, U.S. Customs and Border Protection, and USAID. She currently serves as the communications director of the Advanced Manufacturing Program at the National Institute of Science and Technology.
A frequently sought-after speaker and frequently published author who has taught marketing at George Washington University, the University of Maryland University College, and elsewhere, Blumenthal has received numerous industry recognitions, honors and awards. These include Klout Top 20% social media producer (2014); SlideShare Top 5% (2013); Meritorious Group Honor Award for website revitalization at USAID (2013); Featured Blog of the Month, USAID (2012); Top 1% most viewed LinkedIn profiles (2012); #2 Most Influential GovLoop.com member (2012); Commissioner's Award, U.S. Customs and Border Protection (2011); IABC-DC Silver Inkwell Award (2008); and more.
Blumenthal is deeply ingrained in the Washington, DC branding and social media best practices community, having revitalized the Institute for Brand Leadership (2001-2003) through a social media campaign; serving on the board of the Journal of Brand Management (2003); co-launching the Federal Social Media Subcouncil (2009); and re-launch the Federal Communicators Network through a successful social media campaign.
She holds a bachelor's degree from SUNY Empire State College, a Ph.D. in sociology from CUNY Graduate Center, and a Graduate Certificate in Organization Development from Fielding University.
Her website is located at www.dannielleblumenthal.com. Follow her on Twitter @thinkbrandfirst.