Well, branding has gone through many iterations from design issues, through emotional constructs to neural ones. The latter is the core of my practice. But 2.0 is a whole new ballgame thanks to the web. The opportunities to add meaning to a brand– to relate to customers, to build community, to authenticate, to be tranparent and to build trust are unprecedented in history. The neural (how the mind of customers really work) practices I cultivate are now viral and can produce instant results for my customers. What’s more no seminar or conference in branding or marketing can occur at the absence of this paradigm. Mindmatching no less. As chairman of Canada’s largest Web 2.0 conference and demo-expo, PLEXUS 2007, this May 1 and 2, 2007, I know a thing or two about this transformation. That’s why the meme 2.0 surfaces yet again. By the way, this is my first post. Another blog baby is born to the new world.