About the Author:

With a career that has spanned advertising, production, technical services, and project management, Michael is able to articulate the wide range skills and professions that make the Internet work. This eclectic understanding and his desire to shine the light on those hiding behind techno babble has brought success to a wide range of projects.

Twitter @bissell

Linked In


Past Postings:

Using Dissent To Enhance Your Social Influence Online

Industry Profile - Author

Industry Profiles Full Time Employees - Professional Writer

Some Thoughts On Freelancing

Building Your Online Brand

Marissa Mayer and the Change in Yahoo's Remote Workforce

LinkedIn for Professional Writers

Fake Republican Twitter Accounts

"Did you mean?" -- Google's chiding nanny of search results

Branded Technology

Sharingspree.com -- Stealing more than GroupOn's Idea

The Internet Isn't Entertaining Enough

It's not your bank... It's Apple's and Amazon's

Violated by Madison Avenue

Google+ Scares Me

"We need to..." Internet Marketing Myths

Facebook's deal with the Devil

My cool new phone is a little too cool.

You are never alone

Promotion vs. Distribution... You'd think they'd know that one...

Publishing Industry Watch

Content for Social Media

Social Media Slot Machine

Anonymous vs Me

News from the Twitter Follow Campaign Trail

The art of Indiscriminate Twitter Following

The Cloudy Meaning of The Cloud

The Demand For The Loss of Creativity

Alien Technology and Government Conspiracies

Time for a New Reality

The Death of Email

Protecting Free Speech... Anonymously (and geekily)

Amazon Shouldn't Have Shut Down WikiLeaks

The Superpowers of the Hive Mind

Time for New Ideas

Comcast, Netflix and the Mystery of the Modem

The Great Technical Disconnect

New for the Sake of New

A Retail Store Built Like the Web

Disposable Personas

When did Google Start Policing the Internet?

Getting back to HTML basics, thanks to Apple

Inspecting my Navel Base

A shoebox vs. an online backup

Is Your "Resume" Website Recruiter-friendly?

iBooks -- Creative Epicenter or Gatekeeper?

The Failure of Success

The Economy is Going to Get Worse, but that's okay

Time lost on Twitter

Client Vendor Relationships

Twitter's back alleys and dark places

Social Media is NOT Advertising

Microsoft Courier

Form (designers) versus Function (geeks)

PDXBOOM -- The power of social media and the portland pipe bomb

China and Apple -- Different organizations, same management

The volume of screens

Logorama

Google Adds Biking Directions to Maps

Transmedia

That magical little tablet

How your website can be in two places at once

Masterpieces created by sheer volume

Suing over lack of originality

A Primer on Internet Fame -- dancing babies, hamsters, numa numa, and more...

Checking my messages

Rules are made to be broken -- in a reasoned, systematic way

So many accounts, so few passwords

Who really uses Twitter? 60% of Twitter's traffic isn't on Twitter

The Web is a Jerry Rigged Kludge

Twitter: Asleep at the Mouse Wheel

Where regulation is good: Google Voice and Vonage

How Facebook is (unintentionally) forcing programmers to piss off users

The Twit Cleaner

Perfect Secretary's pitch for @Adbroad (and the Youtube API)

The Emotions of Text

The Shorty Awards Scandal -- Manual Spam is still Spam

Google Analytics, the cloud and missing numbers #fail

Helen Klein Ross & Michael Bissell Interview at Adweek's Social Media Strategies Conference

The Internet is the New 60's

Cougars from New Zealand (and I don't mean big cats)

Adding facts together, or why you can't charge your cell phone from wifi

Social Media and the Destruction of the World

Rabid Fans vs Passive Viewers -- The Coco vs Leno saga

How to tell someone to retweet (without using up your 140 characters)

You can't buy social media

A book unopened is but a block of paper

Building the LOST: The Final Season Sweepstakes

Holiday SPAM (or the lack thereof)

Archiving Twitter

Too Many Toolbars

Random Censorship with Google Adwords

Accessibility and Shopping Online

Twisted path to customer service

Flash: Shiny objects blinding your audience

Twollow and other gold rush scripts

GPS in a Laptop computer

Thinking outside the box... There was a box?

Twitter was designed for Text Messaging

It's not the corporations, damnit

Entrepreneur or Dreamer?

Adweek Social Media Twitter for Brands Presentation

Socializing is more than Social Media

Generational Marketing is a Myth (or Who's your Daddy?)

Social Media is Just the Way We Use the Internet

Twitter Followers Don't Matter (ask the porn sites)

The Internet is Gooder than Books

Sometimes you don't want your campaign to go viral

Best Twitter Branding Campaign

Like flies to crap, Spammy Twitter Followers don't really go away

iPhone SMS Security Hole

How Flipmytweet works

Cell Phones as Microscopes

Digg is not the Hijacker -- You Are

Steve Ballmer -- the walking dead?

Twitter as an open mic poetry reading

Automatic Social [un]Awareness

First splash for United Against Malaria

New Media/Old Media and the CLIO Awards

Interview at SXSW: Mad Men Twitter And Tracking

We've got an App for that -- it's called the Web

Understanding Google To Get Your Resume Noticed

The trouble with Wordpress and other templates

Wayward Words with Baggage

Speaking at SXSW March 17th

The fleeting Memory of the Internet

It's okay to say 'I don't know'

Nike Takes Over Conquent

Facebook owns this title

Excuses, excuses

A little on Social Media

Feeding on Content

Attack of the Bots

Web 1.0

Net Neutrality

Getting clever with data feeds

The Other Credit Crisis

The Broadband Inauguration

T-Mobile owns Magenta and Other Patent Stories

The Risk-takers, Doers and Makers of Things

The noise of 20,000+ Twitter Followers

30,000 feet, 500 MPH Suburban Strip Mall

Cellphones, toilets and the Inauguration

The End of Days (of song): Microsoft Songsmith Example

Browser Bigotry

The Death of your Soul: Microsoft Songsmith

Creative Development or Developing Creatively?

The Myth of Wikipedia (or the Wiki-1400)

Online/Offline Sales -- is it really that bad?

Is PayPal Tacky?

Old School Web Design Still Works

Domain Squatting

Green Chri$tma$

QA 101

Portland Snow

Get some return on that web traffic

I think they have a backup...

I'd love to have that problem

The [un]importance of statistics

Don't be a tool of viral marketing

Emails, discussions, blogs, wiki and web content

You Designed for Print First

You let someone else register your domain name

You figured .biz, .info, .us would work fine

What's after the Integrated Circuit?

Intelligent life is out there (but it's bugger all down here on earth)

Subject Matter Experts Talking Other Subject Matter

The Totalitarian Regime of Apple

Oversimplifying how people work

crowdSPRING

Creative Services for the New World

Reverse Anthropomorphism

The End of Time

Better Living Through Twitter

Lessons Learned From Apple

It's the Brand, Baby

Business Architecture vs. Web Construction

On Truth

Inverse Peter Principle

Random Knowledge

The Hive



RSS for this blog
It's the Brand, Baby
Posted: 2008-07-30 15:38:00
Shortcut URL: http://t.conquent.com/H400



I really believe that we can build a sexy brand that people love, evangelize, and want to be part of. I don't even care what the product is, but I've attracted a lot of amazing talent over the years with a mediocre business model, hardly any pay, and an unfocused brand.

It's my belief in the "whole is greater than the sum of the parts" and that the human experience is a hell of a lot more than sitting in a cube and doing linear work that attracts people to Conquent. I've got a hip work ethic, and a boring business model supporting bunch of dull clients.

So, let's take the kernel of what gets me up in the middle of the night to hammer on my keyboard and dissect the problems.

Old School and New Media
There are basically two kinds of companies online. There are the new media companies like Google and Facebook. Heck, throw in Yahoo and MSN while we're at it.

These companies succeed as maverick, explosive growth, edgy companies. While traditional business looks at the Facebook model, they look at it the way you look at a concept car at an auto show -- it's cool as hell, but you won't ever drive the thing.

The credible companies online are credible because of their offline presence. I'm talking traditional news outlets like CNN and The New York Times. They lean heavily on their old school practices and existing infrastructure.

Merging old school and new media hasn't worked very well for companies like Time Warner (and they're partly a tech company), although it's hard to say what's what in the corporate ownership game these days.

I have always tried to bring new media to old school companies. And it doesn't work. Old School companies have to be ready to change, and as soon as you shine the brilliant light of the internet into the mausoleum that is traditional business, the skeletons start to get ugly and you get dragged down into the pit.

Okay, maybe a bit too colorful of a metaphor, but the reality is that I've allowed my clients to set the standard of work for my company, and that has got to change. Yet, I still have to make money. So, I need to attract clients who are really ready to make the jump into the new world.

It's the brand, baby
We've talked about Apple with their amazing strategy of perfection and secrecy to create an elite brand. We know Nike (anyone who succeeds in getting people to get a tattoo of their logo is doing a hell of a job), and then there are cult things like PBR (be prepared to watch it disappear now that Miller owns them) and the fashion/music/Hollywood world where the brand is all there is.

I think what's got me inspired right now is Barack Obama. This man is succeeding because he's built a brand that's hip and encourages hip people to play. It's simultaneously the most old-school, grey suited product (federal politics) and the sexiest power position on the planet.

Anyone can understand the outcome, but you can play in so many ways. Bumper stickers and yard signs be damned, we're talking ring tones, social networks, micro donations, and easy access to the process.

Moving forward
We need that ONE thing people understand. Something sexy, but easy to understand. Something cool, which can be used by anyone. We need to use it as the evangelical point. We need a follow up.

We need a way to get people involved beyond using the thing. We need them to buy into the collaborative, mobile, mentality. We're living in the future right now, and we need to open up as many of those mausoleums as we can and clean some dust out of the brains of our peers.

New media tools aren't making us dumb, they're making us think differently. We have instant access to the sum of human knowledge. Well, some of us do.

So my core philosophy is to get everyone in the mix, find a way to organize their blogs, their communities, their business propositions, and learn what we have at the end of the today, and then see what we have when we wake up in the morning.

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Lessons Learned From Apple
Previous
Business Architecture vs. Web Construction


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