Thursday, 9 October 2008

Web 2.0 and brands

Gary Vaynerchuk, of Wine Library, gave a talk on Building Personal Brand Within the Social Media Landscape at the recent Web 2.0 Expo NY. He's a bit shrill at times but it's worth presevering I think.

Here are some of his points:

Becoming a brand

"The place where we play is very real and it is a massive opportunity. We are going through a gold rush of branding; in the old days to become a brand you needed a lot of mainstream media attention. But now, if you get talked about enough, on all these social webs and blogs, you can get there. You can build your company's brand."

Social media and brand equity
"When you have brand equity anything can happen. What is imperitive to me right now is using the tools. Lots of people say to me 'which tools should I use: Should I use Twitter, Pownce, Jaiku?'
"Which tools should I use? ALL of them. Your user-base, and the people that connect to you - you need to connect to them any way you can, everywhere you can, as often as you can. That is essential"

Networking
"Get out there and network. The only way to succeed now is to be completely transparent - completely. Everything is exposed, everything you do, so your legacy is your ultimate life. It’s all you got and you can build so much on that."

Anyway, the full talk is here. Newspaper people - journalists, advertising staff, marketing (particuarly marketing!) should pay attention to Garybecause the fundamental message that comes across is just how self-sufficient Web 2.0 allows everyone to be.
Scary stuff? Maybe I should have saved this post for Hallowe'en...

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