Craig and the Craiglist brand

Quote from an article about pressure being placed on Craiglist to restrict pet ads

“Backyard breeding certainly existed long before Craig, but he’s brought down the barrier of entry to where anyone can (advertise) for free, and it’s having tragic results,” said East Bay SPCA spokeswoman Kirsten Park.

It’s interesting that the SPCA, in opposing the actions of Craigslist, chooses to refer to Craig himself, rather than the similarly-named institution he symbolizes. It seems to be a form of rhetoric that doesn’t quite survive the journey from interview to story to reader. Perhaps it’s that insulting formality one may use…If Mr. Newmark feels that he’s doing this community a service…sort of haughty and bitchy?

Craig is often quoted in articles about Craigslist, but in this case, they talked to someone else at the organization, so the only mention of Craig-the-man was the above quote.

Something about this branding/perception/commnication challenge resonated with me, since I offer a professional service that shares my name. Mine is less tangible that Craig’s, so the confusion or blending is probably more common with me. Yeah, Steve Portigal, the guy that started Steve Portigal! Doesn’t happen too often.


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