The Brand Is Dead; Long Live the Brand!

“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

∞ Permalink — September 23rdFriday, September 23, 2011 at 2:22 pm EDT — Posted by Monica Guzman

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

∞ Permalink — September 23rdFriday, September 23, 2011 at 2:26 pm EDT — Posted by Monica Guzman

“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

∞ Permalink — September 23rdFriday, September 23, 2011 at 2:32 pm EDT — Posted by Monica Guzman

“The changing understanding of the brand is that your brand no longer represents you.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

∞ Permalink — September 23rdFriday, September 23, 2011 at 2:33 pm EDT — Posted by Monica Guzman

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

- Matt Thompson

∞ Permalink — September 23rdFriday, September 23, 2011 at 2:39 pm EDT — Posted by Monica Guzman

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."

∞ Permalink — September 23rdFriday, September 23, 2011 at 2:47 pm EDT — Posted by Monica Guzman

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

∞ Permalink — September 23rdFriday, September 23, 2011 at 2:54 pm EDT — Posted by Monica Guzman

@jenleereeves
Jen Lee ReevesReplace 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 webFavorite RetweetReply

∞ Permalink — September 23rdFriday, September 23, 2011 at 2:58 pm EDT — Posted by Monica Guzman

@JKealing
Jonathan KealingRelationships 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

∞ Permalink — September 23rdFriday, September 23, 2011 at 3:02 pm EDT — Posted by Monica Guzman

@petersmeg
Meghan Peters"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

∞ Permalink — September 23rdFriday, September 23, 2011 at 3:06 pm EDT — Posted by Monica Guzman

@mthomps
Matt ThompsonIf 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 AndroidFavorite RetweetReply

∞ Permalink — September 23rdFriday, September 23, 2011 at 4:22 pm EDT — Posted by Monica Guzman

@KDMCinfo
KDMCinfo5 stars to @mthomps & @megangarber for their gospel on brands at #ona11. Brands serve users in distinct ways through experiences.
Sep 23 via webFavorite RetweetReply

∞ Permalink — September 23rdFriday, September 23, 2011 at 4:27 pm EDT — Posted by Monica Guzman

Slides courtesy of Matt Thompson and Megan Garber.

∞ Permalink — September 23rdFriday, September 23, 2011 at 6:53 pm EDT — Posted by Daniel Bachhuber

Presenters

Matt Thompson

Megan Garber

The Brand Is Dead; Long Live the Brand!

Session Updates (13)