I am attending BlogOn (do I ever do anything beside travel to and fro to conferences, you might ask), and one meme continues to emerge from the blog sludge that is being pushed around: how does blogging shift the meaning, perception, and utility of brand?

I maintain that a metaphorical shift of brand is taking place, analogous with the time shifting that real-time communication has engendered. Being able to touch people in real-time has changed everything in business conversation; similarly, moving the positioning of product or service from broadcast into many:many dialogue will force a reappraisal of brand. It will no longer be a promise, as someone stated yesterday in the BlogOn bootcamp, it will be an invitation.