Tim Leberecht: 3 ways to (usefully) lose control of your brand
In this interesting and short talk from TED we get an insight into brand management.
More information about Tim Leberecht is found on his TED Speaker Page :
Tim Leberecht is Chief Marketing Officer of global design and innovation firm frog, which has developed and brought to market product and service innovations for Apple, AT&T, BMW, Disney, GE, HP, Intel, SAP, Siemens, Sony, and many other Fortune 500 brands. He is also the publisher of frog’s design mind print and online magazine, the curator of “The Meaning of Business” series, and the producer of the “Reinvent Business” hackathons.
As chief marketing officer at frog, Tim Leberecht helps spark and nurture new thinking (and great design) for companies around the world.
More information about this talk:
The days are past (if they ever existed) when a person, company or brand could tightly control their reputation — online chatter and spin mean that if you’re relevant, there’s a constant, free-form conversation happening about you that you have no control over. Tim Leberecht offers three big ideas about accepting that loss of control, even designing for it — and using it as an impetus to recommit to your values.