Then hackers started fooling around with the device using it to do
things Microsoft never intended. This kind of transgression would
usually elicit in nasty “cease and desist” letters and hefty lawyers
fees, but this time Microsoft did something different.
They released a software development kit (SDK) to help outsiders modify their product and created an accelerator
that offered seed money, office space and training to promising young
innovators. Clearly, something important has changed. Brands are no
longer mere corporate assets, but have become open platforms for
collaboration and creativity.
After World War II, most of the globe went through several decades of
seemingly boundless economic expansion. Consumers had ever more money
to spend and business expanded to meet the demand. It was the dawn of
the branding age and marketers strove to make their products popular
with a populace hungry to join the consumer culture.