Reader: Just because Alex Bogusky's COMMON is an abstract idea doesn't make it bull**it

Joel Warner's post about advertising industry lightning-rod Alex Bogusky's new project, COMMON, which he describes as a "community-focused incubator and brand," sparked debate aplenty, with Bogusky fans and detractors sharing their views. Here's one of the former countering one of the latter...

By Michael Roberts

March 8, 2011

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Joel Warner's post about advertising industry lightning-rod Alex Bogusky's new project, COMMON, which he describes as a "community-focused incubator and brand," sparked debate aplenty, with Bogusky fans and detractors sharing their views.

Here's one of the former countering one of the latter.

Lynn writes:

Great idea, period. The other comments are born of envy. Just because he is a good branding guy and knows how to extend the notion of branding to a new level doesn't mean he's a perfect human being. So lighten up. If you're not comfortable with abstract thinking, this all seems like bull**it." Remember: concepts precede products. Cooperative branding is a spin on licensing a word or phrase so that multiple companies can use it in various arenas to raise themselves up and work together in one arena or one online platform. It's not that tough.

As Francis Ford Coppola said, "When people disbelieve you or try to stop you or snipe at you, turn it around 180 degrees and keep going. It will become compromised anyway as it all rolls out."

Alex has got a cool idea.

For more memorable takes, visit our Comment of the Day archive.

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Michael Roberts began his career with Westword in 1990 as music editor. In 1999, he took on a new role, full-time media reporter, as author of a column called The Message. In 2008, he became the lead writer for Westword's news blog, The Latest Word, a position he held until January 2023. Michael continues to freelance for Westword, covering everything from business to sports and the media; he also contributes to Jazziz, a national music magazine. He holds a bachelor's degree from what is now Colorado Mesa University and master's degrees from the University of California, Los Angeles, and Northwestern University.

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