The question of "what is cool" has kept me thinking now for a couple of days … and interestingly has begun popping up everywhere I look.

I was checking out John Moore’s Brand Autopsy blog and saw some links through to Brains on Fire, so I thought I would mosey over and take a look. And sure enough, here it was again — this time in the guise of "campaigns vs movements", referring to the difference between traditional advertising and word of mouth.

From my point of view, I was seeing that campaigns are cool, but movements are authentic. The campaign is aimed at someone (at me, or you) and it gives us something to talk about with friends, colleagues or other bloggers. But a movement is something that I am part of (or not) — it requires a choice, an engagement, a position. A movement asks us to think about where we belong. It requires us to make an authentic decision.

Do you know where you belong?