Brands and Social Networks

I’ve been following a discussion revolving around the value for brands and the impact the may have on social networks. Doc Searle’s has an interesting commentary in response to Jeremiah Owyang’s question asking if Brands should join or build social networks.

Doc makes a very interesting argument against brand’s joining or building social networks. He also briefly addresses the myth that if we wear a branded T-shirt or item that we are deeply affiliated with the brand. This is potentially a misconception that implies our affinity or affection with a brand. I was particularly struck by his second point: “the notion of “brands” either “building” or “joining” social networks strikes me as inherently promotional in either case, and therefore compromised as a “social” effort.”

Does it really comprise a social effort if a brand is honest and open about starting or joining a social network or is it a genuine marketing effort? Are we reading too much in to people “identifying” with a brand by wearing a T-shirt with a logo on it? What do you think?

Technorati Tags: brand awareness,social networks,marketing communications