Word of the week

From time to time I'll post new words from Bates 141 Dictionary of Change, and is based on the idea of new language and 'changewords'. Or words whose meaning has changed, and relflect cultural changes in 2008. The author is Jeffrey Yu, Chairman of Bates 141 in Hong Kong. They represent major clients all across Asia. Stay tuned!

"Beta brand: Is a brand that believes in consumer-driven innovation and actively involves consumers in the early trial stages of an idea

The Change: In the past, only engineers were involved in the beta testing
stage of products and services, whereas today consumers demand and expect brands to engage them early in development process. Furthermore, being 'beta' and imperfect is a good way to cash in at the counter of the emotional bank: beta
brands that try hard to improve and are upfront about it appear more human than
polished brands, so people forgive their hiccups more easily."

Bates 141 Dictionary of Change, Jeffrey Yu