Yesterday, the “world’s first collaborative brand” was proclaimed on Twitter by @commonworks. Alex Bogusky (Common’s founder) left CP+B last year and has since then been working on several interesting projects, and now we know what the majority of them went into. COMMON is a new type of playground: part community, part business- and part collaborative brand. They’re out there to, amongst many things, solve social problems.
I’m not writing about this because I think it’s the most revolutionary idea ever (because we haven’t seen any results yet). But consider what Groupon’s CEO recently said, after apparently firing agency Crispin Porter:
“We learned that you can’t rely on anyone else to control and maintain your own brand.”
Is that really true? Maybe we just need something different. As an advertising student that is trying to get a grip of this unforgiving industry, I truly appreciate a fresh breath of air. In fact, that’s exactly what I’m looking for. I think Bogusky and his friends are keeping it interesting, and I dig this new angle, “COMMON is all about connecting people with good ideas to like-minded creative professionals.” Do you have another take on it? Please share. You can read more about Fearless Revolution and the COMMON project here.
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