10 questions with Rob Walker

Really good interview with Rob Walker (author of “Buying In” and murketing) where he hits on just about every marketing trend going on at the moment: influencers, death of the 30 second spot, social media and co-creation to name a few.

I especially like what he has to say about customers defining the brand for Timberland: “This had nothing to do with the Internet, and nothing to do with Timberland ‘allowing’ customers to ‘collaborate.’ Consumers determine brand meaning whether anyone ‘allows’ them to or not. And they don’t need a special website to do it.” Precisely.

July 17, 2008