Summary of 3 Ways to (Usefully) Lose Control of Your Brand

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3 Ways to (Usefully) Lose Control of Your Brand summary
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The explosion of social media has shifted the balance of power, and businesses have less control over their employees, customers and reputations. Most organizations don’t know quite how to handle this challenge. In this brief, polished, lively presentation, marketer Tim Leberecht articulates the dilemma and makes a number of thoughtful suggestions. getAbstract recommends his anecdotes to marketers and business people who want to get a grip on their reputations.

About the Speaker

Tim Leberecht is the chief marketing officer of Frog, a global design and innovation firm.

 

Summary

The dawn of the Internet era has led to a rift between organizations and their clients and workers. A recent survey showed that 27% of managers thought their company inspired their employees, but only 4% of employees agreed. Moreover, companies no longer control their reputations. How can your firm handle these challenges? You have three choices:

  1. “Giving people more control” – Many businesses, including Microsoft, allow customers and employees to participate in the “creation of ideas, knowledge, content, designs and products.” Rock band Radiohead gave its fans control over pricing by allowing them, for...

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