On September 25, 2009
Welcome to the Age of Online “Brandjacking”
Seth Godin, the popular new media pundit and blogger, has caused yet another controversy this week. His obscure start-up, Squidoo, which lets users create custom pages around their interests, announced a new initiative called “Brands in Public.” The idea is that company’s can no longer control everything that’s created around their brands in the age of Twitter and YouTube. So Squidoo will aggregate all the content and let company’s organize that data in a positive light. Godin got trouble, however, when his firm went ahead and created a bunch of “unofficial” brand pages (click here to see Trader Joe’s page, as a sample) without the permission of the companies behind them. As you might imagine, the backlash has been swift…
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