Post-branding is the undoing of the brand.

Being amped-up on one's "creation" is not the same thing as being amped up on the brand. In fact it's just the opposite. If you look at Starbucks, or Amazon - these are companies who will do ANYTHING to serve the customer. They're not in love with the technology, they are in love with the audience.

Post-branding is the undoing of the brand. The difference is whether that's purposeful or not purposeful. I would suggest that post-branding masters are masters of purposefully undoing the brand, and making it look effortless. (Lauren Hutton.)

The distinction between branding and post-branding is absolutely critical. Branding is done outside a social media context. It is striving for absolute consistency. Post-branding is done in concert with social media - it is knowing. When NBC lets viewers "join in on the conversation while watching the show," that is post-branding.

One other thing - branding to me is amoral, neither good nor bad, simply a tool. I don't idolize great brands (but do want to learn from them). I do get angry at people who cheat and steal. The moral struggle involved with being a brand person is, how do you NOT collude with people who are happily putting lipstick on the pig?

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.