Nothing that I’ve written about above— especially not the distributed model most folks seem to be settling on — works if we continue to see a publication as a big brand that people get information and entertainment from.
The viral publishing game is over and we all lost
Gabriel Stein

I try to tell people this and find it hard to explain. I think it requires a metaphor. Got any suggestions? People still think the idea of building a Brand across all these platforms is the future, but it’s not. Brands, for the most part, stink. One thing I like about messaging is it does put personality (and hopefully, people) front and center.

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