Brand 2.0: Are social applications brands or expendable commodities?

"Conventional wisdom in the technology space suggests that most start-ups will fade into obscurity and that even the popular platforms will be replaced by the next best bright and shiny object that comes along to distract us all. Since most of us suffer from bright and shiny object syndrome, or “B.S.O.S.” this seems fairly plausible. Only one problem: brand affinity is not a rational animal and people form bonds with brands for reasons that can sometimes only be defined as a “gut feeling” about a product or service..."
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