Yet another reason why Jason Calacanis is successful. He knows how to get attention and brand himself, just like Mark Cuban.

The word is on the street that he’s going to try and take on Google and build a search engine.

So what’s the idea? It’s a cross between Wikipedia and Google. Calacanis’ new site will create more digestible search results for popular queries such as the names of Hollywood stars, and tech products. The pages will be seeded, initially, with content gathered automatically from the web and other sources. But they will be open to contributions by readers. Sounds like Wikipedia? Yes: except Calacanis will employ paid editors to oversee the pages.

C’mon, we all know nobody could pull this off. You’re not going to beat Google? So what is he really up to?

What Jason is doing is classic branding association. You associate yourself with the types of business/people/projects that you want to attract. The laws of attraction anyone? Anyone realize he works for a venture firm?

I gotta give Jason credit, again, he’s a big name, and it was going to be hard to get to the next level. This is a step in the right direction.

What about you? What’s your branding goals? Do you associate yourself with brands that help your cause? It can work.

More on this story at Techmeme.

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