Who gets it?

CNN almost did.
They were so close with their t-shirts recently but then had to go and spoil things by slapping their logo right on there. Less is more once again. In fact when it comes to branding, anything at all is starting to be considered brash when it comes to Web 2.0.

Google certainly do.
I happened upon a busy white tent Last Friday night in New York city. It was surrounded by some fantastic projections on the neighbouring buildings but there was no clue as to what was going on. That was unless you investigated and had a look inside. Cameras, computers and a couple of dogs quite randomly. Turns out it was a promo for iGoogle – the personalised version of Google. If you’ve been on the Internet for a while now then you may recognise this as the portal concept from the late 1990s and the “My Netscape”.

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