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Heard a story on the BBC this morning regarding a first time published author whose book "Olympic Mind Games" (print run approximately 300), is aimed at children. So far so what?
But he's been contacted by the brand police at London 2012, who have told him that in order that his book is not mistaken for "an official" publication, he cannot use the word "olympic" in the title...
As my friend Martin says about marketing, it's all too easy to treat it as the superficial topping on a not very good dish...
Its the same with New Marketing or Web 2.0. They'll always be pressure from senior management to put on the bells and whistles of social networking, mash-ups and so on, onto your corporate website.
But if your website (and the customer service and experience wrap around activity) isn't right and does not reflect the web 2.0 "topping" it will still be the lipstick...
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