Johnnie Moore is a marketing consultant and facilitator based in London. As well as 20 years of marketing experience he's trained in psychotherapy, NLP and Improv. Find out more at his blog.
Andrew Lark's more than 18 years experience of all facets of marketing, branding, sales and communications spans technology, Internet, telecommunications and consumer sectors. There he has led award-winning programs and teams for brands such as Dell, Sony, SBC, IDSoftware, Nortel, Microsoft and Sun. He is a thought leader and innovator on the convergence of brands, communications and social networking technologies. Find out more at his blog.
Jennifer Rice is a strategist and evangelist for relationship-centric brands. She brings 15 years experience in brand strategy, customer insight and marketing communications, and has worked with companies such as Microsoft, Verizon, Alcatel and Corning. Her current passion is exploring how brands are being impacted by blogs and other social technologies. Her company blog is What's Your Brand Mantra?
John Winsor is the author of Beyond the Brand: Why Listening to the Right Customers is Essential to Winning in Business and the Founder/CEO of Radar Communications, a consumer-centric consultancy. You can find out more about him at Beyond the Brand.
About this Insider
BrandShift explores key trends in branding such as customer
experiences, market conversations and social technologies. Our goal is to
help executives and brand managers evolve their brands to thrive in the new
customer-driven marketplace.
Just Released the 2008 Tribalization of Business study - an in-depth look at how 140+ organizations are managing and measuring online communities
Our actions, expressed as Attention, establish networks that connect us, our family, our friends, our colleagues and our affinities.
The net currently has a schizophrenic but unique way of remembering bits and pieces of these attention streams: Not all data is captured; the consumer has no central attention management tool; and most companies don’t want you moving your history between their networks anyway.
Despite these points of friction, more and more applications are being built upon our attention streams.
Innovations in internet media are like handfuls of white flour dropped over the invisible outlines of consumer intention. At times, user behavior drives media construction directly, but at other times the original user behavior evolves beyond the ability of the media to engage it. These hollow shells of former behavior are being swept up constantly by domain, banner, click-thru and lead brokers who recycle the detritus into more usable (aka monetizable) impressions.
The notion of brands that intersect attention streams is an interesting one. It's not just about intersecting demand patterns. Demand patterns reflect later stage attention streams.
Jennifer Rice
Andy Lark
Johnnie Moore
John Winsor
