ISSUE SEVEN

Networked Brands Part 2

In Part Two of PILOT: Networked Brands, we’ll explore how brands have unearthed and followed-through with collective assets and cultures of big-thinking. The good news? Big brands can draw lessons from the fringes, and use that fresh opportunism to break new ground in big-brand marketing. Across the arts, apparel, hospitality, events, autos, and publishing, we’ve got our eye on heralded up-and-comers as well as some less conventional examples of the network effect.

Meetings of like minds

The prodigious rise of the personality-as-brand shows an knack for unexpected value combinations in boardrooms, media channels, and the kitchen…

TED and the new media landscape

There’s no shortage of information but an almost chronic lack of knowledge. How to wrench the attention of a television-proned collective? How to prompt rather than spoon-feed? How to make learning feel like entertainment (and vice versa)? To figure it out, the TED brand of gatherings took a page from the networked brand book.

Reaching for GOODness: the risk and glory

At a time when print publications are a dying breed, enter a magazine that is transforming itself into a gathering place and toolkit for idealists.

Common threads of the networked economy

Brands need more ideas and programs that mix product, service, experience and community. The benefits are clear, but where to get started?