Losing Control of Your Brand, The Right Way
04 June 2009
Brand reputation in the digital world means to some extent means losing control of your brand. It means re-shaping the level of engagement with your target market and letting them amplify their opinions to countless thousands of other consumers. Managing your reputation on line in the web 2.0 world presents one of the greatest challenges for marketers today.
At the end of June I am speaking at DNA://09 Digital Now Australia a confernece with presenting partner agencies G2, TNS, GroupM and Google to explore how digital is morphing the traditional disciplines of PR, Media targeting, Research and Creative and forcing marketers to reconsider the real meaning of integrated marketing.
The idea for this conference was suggested by research guru, Jonathon Sinton, at Research International (now TNS) who had recently completed a landmark study called Digital Asia, across a bunch of Asian countries, including Australia. The study is one of the most detailed and insightful maps of consumer behaviour online that I have ever seen – it is consumer focused, not technology focused and will help marketers create more effective, impactful digital strategies.
The challenge we have put to ourselves was to take this consumer insight/understanding and filter it through the lense of our respective marketing expertises and identify what the most practical and usual actions are for marketers right now: hence digital NOW australia!
Looking forward to seeing you there. Please feel free to post any questions and I will aim to address them in my paper, if i can!