DigaDing.com* is a new social network based on users' preferences for brands. Members can create their own “home story” by adding logos and pictures of their favorite brands to their profile. They can post stories about why they like a particular brand and find other users who share their taste. When adding a brand, members are also presented with a link to amazon.com and the like where they can buy what they love. The two young creators from Switzerland, however, assure that they won’t sell user data to companies. They rather intend to create revenue through targeted ads.
In their own words (well, translated)
Digading – that’s me. That’s what I like. Our network connects people through brands. We were fascinated by how friends and couples often like and dislike the same products and brands. On Digading users can create their own home stories like stars, easily meet like-minded people and buy 2.5 million products.
Why it might be a killer
I would never date a guy who hates Vitamin Water, basically all my friends have Apple computers and I proudly wear my Cheap Monday’s. In a world of flexibility and mobility, brands are a means of identification and integration. They are part of our life. They tell stories. They matter.
Some questions
Would I date a guy, only because he drinks Vitamin Water or build a friendship on a common taste in electronics or jeans? Do I need to know why a stranger likes Coke and Cheez-its? Why not buy the stuff I like directly?
What do you think?
*Ding means "thing" in German, which explains the bilingual name. Kind of.
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