Today, while I was spell checking a document, my spell check picked up on Magnavox being spelled wrong. It corrected it and capitalized it. I've never noticed that before. Is it possible that Microsoft is making money by charging companies to be included in their spell check? Maybe soon it'll correct the spelling and then turn into a link to that company's website. That would be truly aweful … and evil … and so probably right up Microsoft's alley.
One of the things that seems to get ignored in branding is that people are constantly building their own brand … themselves. We are all always assembling a collection of things and experiences and opinions and acquaintances that will communicate who we are to other people. It's difficult to do. As Russell Davies says, you can't dance about architecture. It's hard to find the right combination of elements to express exactly who we are. This seems like it should be important when considering targets and how they will accept a brand. How will this new piece fit into the puzzle that is already in place in their lives? It might be a ridiculous thought, but do characteristics from the collection of brands that we allow into our lives add up to one larger thing … a brand equivalent of Voltron? For instance, I wonder if I have a collection of six brands in my life that all fill permanent needs, where if one left, I'd actively find another one with a similar deep emotional characteristic to fill the void left behind.