You can know next to nothing about branding and still do it exceptionally well. Just like you can be an awesome person without knowing why. Actually, you probably do both these things better without being aware of it as a conscious effort. In that sense, it’s like psychotherapy, the need for it is a sign that something’s gone wrong and that you’re on your way back to your psychologically healthy self.
We don’t need free online education, being online is already free education.
Computers are excellent at managing people distributed over a network but terribly inadequate at leading them.
We are moving from marketing campaigns well managed to marketing networks well led. The difference being that management, if not paying people money, is powerless at making them do things they don’t want to i.e. contribute, share and spread “the word”. Leadership however rallies people around causes and is all about volition, people working for passionately 24/7, no desk, sick-leave or vacation.
“[In digital branding] see the people of the world as your marketing department working for your brand, for free, but on one condition; that they will not do what you tell them, but only do what they feel like, when they feel like it.”