Brandstreaming, Hot New Social Trend?

July 29, 2008

Richard MacManus of Read Write Web created quite the conversation around Brandstreaming (Thanks Richard!) If you are a regular reader of this blog, you will know that we have been working with our clients for some time to help them understand how to create a consistent brand message in a distributed media world. Brandstreaming encapsulates our thinking and work in this area.

Being a new concept, there was some questions about what it is.

What it is
- A flow of aggregated brand content used to create a relationship with a fragmented audience while delivering a consistent brand experience.

It is also important to note what it isn't.

What it isn't
- Spam.Brands have to be invited in for it to work. It is opt-in and the tools used to consume Brandstreams are themselves opt-in. It is finally a way for consumers to choose what brands they invite into their Lifestream or discover new brands that are related to their Lifestream or their friends' Lifestreams. The content has to relate to the individual or they simple will not participate.

- A Conversation. It goes much deeper. Marketers need to establish something much deeper in such a personal medium. Marketers need to strive for "something that gets them truly in sync with their customers' needs and desires," as explained by Drew Neisser from Renegade in reference to offering users a meaningful service.

Posted by Bill Flitter on July 29, 2008 5:14 PM
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