So that ‘Information wants to be free’ slogan has always annoyed me a little. Partially that’s because of what it’s led to – a world in which services support ‘free’ by turning their users into the product.
More importantly, it gets to me because it’s actually only one part of a much more inspiring statement about information – one that’s very useful when you’re thinking about brand comms, too.
How it all began
Before we get to that, let’s look at who first said it. Stewart Brand was a fascinating person, one of the people who brought together psychedelic philosophy and deep tech savvy to shape our modern relationship with technology and the online world.
He started out by appearing in Tom Wolfe books, producing shows for the Grateful Dead and helping film ‘The Mother of All Demos’, where tech visionary Doug Engelbart introduced the mouse, hypertext, video-conferencing, email, windows, live collaborative editing and much else to the world all the way back in December 1968. It’s astonishing.
Then Brand played a big role in how both personal computing and the online world developed, shaping them through his involvement in the Whole Earth Catalog (a kind of proto-web, sketching out how people would share information and build communities online), the WELL (one of the internet’s first and most inspirational virtual communities), the Global Business Network (which took utopian web thinking into the world of commerce) and many other projects.
In short, he knows what he’s talking about.
What Steward Brand actually said
So, back in 1984, in conversation with Steve Wozniak, Brand actually said:
On the one hand information wants to be expensive, because it’s so valuable. The right information in the right place just changes your life. On the other hand, information wants to be free, because the cost of getting it out is getting lower and lower all the time. So you have these two fighting against each other.
That’s a much subtler and more interesting take on information in the digital age. It also has a fascinating message for marketeers.
Comms are made of information
Because comms are made of information, they too want to be both full of value and free.
On the one hand, when they reach the right person, they’re transformative. They should reset their audience’s sense of a particular challenge, and show how the brand can help them overcome that challenge. Brand comms should feel expensive, because they deliver such genuine, positive, relevant value.
On the other hand, they should be accessible at minimal cost in time, effort and money, painlessly reaching their audience at the right time in the right way with the right message. Brand comms should feel free, because they’re so easy for the right people to find, understand and share.
That’s a fascinating balance – and one well worth thinking about next time you’re working on the comms that bring your brand to life.