Wikipedia is still around. It just celebrated its 25^th birthday a few weeks ago. It may have been one of the first times we saw what would become a common theme: a web-based platform unleashing the potential of a latent market by connecting an open community of suppliers (in this case, editors and contributors) and an audience of consumers at scale. It would be repeated by Uber, Airbnb and others.

A sure sign of a strong brand is its ability to shine in any medium. Display. Print. Audio. Video. Blimp-vertising. A solid brand should adapt to its new environment while still maintaining the core look, tone and personality that it has spent a lot time (and likely $$$) to build.

“We’re not saving lives.” This is an old advertising cliché that’s been tossed around by marketers for decades.