A warm welcome to Corante to Jennifer Rice, Andy Lark, Johnnie Moore and John Windsor, who together are blogging on BrandShift:

What does it mean for a brand to mature? The same thing as when people mature… we become more honest, direct, transparent. We become better listeners and communicators. We stop seeing ourselves as the center of our world and begin to see ourselves as part of an interconnected whole. We move from following rules to making value judgements.

The BrandShift contributors are all passionate about helping brands through this transition. We’ll not only discuss the theory of branding, but also the practice. We’ll have podcast discussions with CEOs and brand owners on how their brands are evolving in the new economy… growing pains and all. And we’ll cover the new social technologies and discuss their impact on brands.