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The Brand Is Dead; Long Live the Brand!

The Brand Is Dead; Long Live the Brand!

When: Friday, 2:15 pm
Where: Salon A-D

Until now, news consumers have looked to the identity and authority of brands to filter their news experiences. But today, as social filters separate news products from brands, stories increasingly exist on their own terms. What does that mean for journalism? How will websites change as a result?



Session Updates (13)

“We are here to kill conventional notions of branding and how they relate to media. We are also here to revive the brand.”

- Matt Thompson

Matt Thompson relates the history of the brand to begin looking at ways that brands can be productive and newly useful for media.

“Advertising is based on one thing – happiness. … It’s reassurance that whatever you’re doing, you’re OK.”

- Don Draper, in scene from “Mad Men”

“This age of the brand is over.”

- Matt Thompson

“The changing understanding of the brand is that your brand no longer represents you. Your brand represents your users and what they believe. That’s the power of the brand in the new era.”

- Matt Thompson

“We’ve got to start playing in this universe, where brands can, in some context, really be a vector of trust.”

- Matt Thompson

A #brandcastle is defined as "a media experience that purports to offer content and storytelling, but is in reality obsessed primarily with how a media entity thinks of itself," says Matt Thompson. "Brands are not content."

To explore the personal brand, check out j.mp/thebrandofyou

Replace personal brand with #personalband: fan that loves your work, follows you and thinks of you as a person, not a brand. #ONA11
Sep 23 via webFavoriteRetweetReply

Relationships with brands have been overtaken by relationships with people. <a href="http://search.twitter.com/search?q=brandcpr" title="#brandcpr search Twitter">#brandcpr</a> <a href="http://search.twitter.com/search?q=ona" title="#ona search Twitter">#ona</a>11
Sep 23 via <a href="http://www.tweetdeck.com" rel="nofollow">TweetDeck</a>FavoriteRetweetReply

"How does the brand serve your users?" @<a href="http://twitter.com/mthomps" title="mthomps on Twitter">mthomps</a> says that should be the Q when discussing brand vs. personal accounts <a href="http://search.twitter.com/search?q=ona" title="#ona search Twitter">#ona</a>11 <a href="http://search.twitter.com/search?q=brand" title="#brand search Twitter">#brand</a>
Sep 23 via <a href="http://twitter.com/#!/download/ipad" rel="nofollow">Twitter for iPad</a>FavoriteRetweetReply

If you’re looking for the #BrandCPR slides, stay tuned to this hashtag. Once we double-check Flickr credits &c. we’ll post them by tonight.
Sep 23 via TweetCaster for AndroidFavoriteRetweetReply

5 stars to @mthomps & @megangarber for their gospel on brands at #ona11. Brands serve users in distinct ways through experiences.
Sep 23 via webFavoriteRetweetReply

Slides courtesy of Matt Thompson and Megan Garber.

Site development by Daniel Bachhuber and Sean Connolly.

Site design by Dan Essrow, Pamela Sarian and Scott Dasse.

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