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« BrandSpace, MySpace, or Both? | Main | CGM2 (Online Video): Who Can Consumers Trust? »

July 24, 2006


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Pete's warning is well taken. The phrase "inner geek" conjures up a technophile. That's misleading. Users who generate content are passionate about innumerable topics!

Worse, a phrase that's good for grabbing our attention can muddle our understanding. The motives of content-generating consumers range from noble to narcissitic, and we need to understand how they derive self-fulfillment and/or meaningfulness from these activites.

Here as elsewhere, labels can obscure as well as clarify.


I have to admit, the technology is interesting to me, and exploring it definitely catalyzes thoughts and brainstorms. But playing-with-toys is always a danger in interactive marketing. Maybe the analog is the traditional agency tendency to head toward wanting to be a Big Film Director.

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