Not content with providing the world with one truly genius observation Chris Anderson’s new crusade is shining a light on the notion of ‘free’. In a recent post over at one of his blogs Chris identifies 4 models of free that are being used (and have been used for many years) in business and commerce, one of which I believe to be hugely significant to the future of branding.

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Apple’s iPhone App Store has been up and running for a few weeks now and has “over 500 applications”. But where are the brands?

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Why are brands so strict with their logos? The logo Larry and Sergey are holding is not the constant unchanging logo most brands know. Sometimes it changes on a day by day basis. But it is still recognised. And still manages to keep its single identity. Whilst most brands would be happy to slap an “extra 20% free” flash all over their packaging, they would never dare breach the sacred brand guidelines in order to touch the logo. Rightly or wrongly, does digital let us play differently?

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