Edward’s posterous

Historically brand identity has been monolithic and controlling, little more than stamping a company name on a product.  AOL is a 21st century media company, with an ambitious vision for the future and new focus on creativity and expression, this required the new brand identity to be open and generous, to invite conversation and collaboration, and to feel credible, but also aspirational. We’re delighted to have worked so closely with the AOL leadership team to create something bold and exciting that sets AOL apart,” said Karl Heiselman, CEO of Wolff Olins.

TOKYO (Dow Jones)--Sony Corp. (6758.TO) aims to launch a new online network service to distribute games and videos for various hardware devices in early 2010 to differentiate its products by offering attractive content, executive vice president Kazuo Hirai said in an interview Friday.

The service, which is tentatively named Sony Online Service, will be more extensive than the existing PlayStation Network, which allows users of the gaming device to download software. Products networked under the new service will likely include televisions and various mobile devices.

"(We'd like to) at least get the service up and running within the next calendar year...Earlier in the year would be obviously a lot more preferable," Hirai said.

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A Sawhorse Media Production.

"Virtually every bill I get has a couple of erroneous data charges at $1.99 each—yet we download no data.

"Here’s how it works. They configure the phones to have multiple easily hit keystrokes to launch 'Get it now' or 'Mobile Web'—usually a single key like an arrow key. Often we have no idea what key we hit, but up pops one of these screens. The instant you call the function, they charge you the data fee. We cancel these unintended requests as fast as we can hit the End key, but it doesn’t matter; they’ve told me that ANY data–even one kilobyte–is billed as 1MB. The damage is done.

"Imagine: If my one account has one to three bogus $1.99 charges per month for data that I don’t download, how much are they making from their 87 million other customers? Not a bad scheme. All by simply writing your billing algorithm to bill a full MB when even a few bits have moved."

Charging a couple of bucks erroneously to 87 million people is a great way to accrete some additional revenue, but it's also a hell of a way to infuriate those 87 million people. It doesn't much matter how good your network is -- or how bad your competitor's network is -- when your customers loathe you.

Neither of two area Verizon wireless spokesmen were immediately available for comment. We'll update this when they respond.

To understand FourSquare's emergent business value, you've got to think of it as a social business application, the backbone of which is measurement. Even more than other social apps, game mechanics drive the FourSquare experience. Based on the single activity of "checking in," all five elements exist:

1. Collecting badges and mayorships.
2. Earning points throughout the week.
3. Feedback though the leaderboard and a personal stats page.
4. Value exchanges from keeping tabs on your connections.
5. Customization of your profile and check-in messages. Anyone who uses the app knows all this.

When I consider FourSquare through the lens of Social Business Design, the value jumps off the page. The service:

• Relies on content generated by personal profiles and places, which come together in time-sensitive relationships. It also utilizes emerging technologies reaching critical mass. We call this an ecosystem.
• Motivates participants to broadcast their whereabouts with an implicit invitation to meet up. You become part of a relevant community based on geographic check-ins. This is hivemindedness.
• Allows users to send implicit messages about their status - on multiple levels - based on time and location. Others can respond in kind. These are dynamic signals.
• Permits control of messaging to personal preferences. Where and when a person checks in has meaning; some people check in "off the grid"/in private, whereas users can mute pings from others who are found to be irrelevant. This is a metafilter.

Think about these characteristics applied as a white-labeled enterprise application. Twitter : Yammer :: FourSquare : [a new "GrandCentral"?]

• Connects employees of distributed organizations when in geographic proximity.
• Lowers cost of coordination, handled today by many fragmented applications.
• Increases content production. Game mechanics spur participation and encourage collaboration.
• Allows colleagues to vet locations and set alerts for one another.

Applying these ideas in a marketing context address three hot B2C interests: mobile, social, and local. However, I think brands will find that scalability ends quickly. There are much bigger opportunities in the B2B context.

Are you seeing it? Or do you still think FourSquare just a waste of time?

CAPE ROYDS, Antarctica — This spit of black volcanic rock that juts out along the coast of Antarctica is an inhospitable place. Temperatures drop below -50 Fahrenheit and high winds cause blinding snowstorms. The only neighbors are a colony of penguins that squawk incessantly and leave a pungent scent in their wake.

But if you happen upon the small wooden hut that sits at Cape Royds and wriggle yourself underneath, you'll find a surprise stashed in the foot and a half of space beneath the floorboards. Tucked in the shadows and frozen to the ground are two cases of Scotch whisky left behind 100 years ago by Sir Ernest Shackleton after a failed attempt at the South Pole.

Whether you think the new Amazon Twitter integration is good or bad, there's no doubt that it will be a major game changer for Twitter. As it blurs the lines between conversation and ads, people seem to think that Amazon has either created something of genius or has ruined Twitter as we know it. Few seem to be undecided when it comes to their feelings about this issue. The question is now: which side will end up being in the majority?