BrandShift launches today!

I know I've been rather quiet the past few days... I've been working on a new project that just launched today.

I'm so excited to be part of a terrific group blog on Corante called BrandShift. My co-contributors include Johnnie Moore, John Winsor (author of Beyond the Brand) and Andy Lark (former VP Global Communications at Sun). We'll be focusing on how branding must evolve in order to survive in this new, transparent, customer-driven world.

A blurb from my intro post:

(BrandShift) is about helping brands (and branding) to "grow up" and mature in the real world of tempestuous change and customer demands.

What does it mean for a brand to mature? The same thing as when people mature... we become more honest, direct, transparent. We become better listeners and communicators. We stop seeing ourselves as the center of our world and begin to see ourselves as part of an interconnected whole. We move from following rules to making value judgements.

The BrandShift contributors are all passionate about helping brands through this transition. We'll not only discuss the theory of branding, but also the practice. We'll have podcast discussions with CEOs and brand owners on how their brands are evolving in the new economy... growing pains and all. And we'll cover the new social technologies and discuss their impact on brands.

Please come visit us! And if you have suggestions about specific topics you'd like us to address, please let us know in the comments section of my first post.

(And go read Johnnie's post on Spectators or Players... good stuff!)

Comments

[Jim Logan]

Congratulations! It looks interesting and promises to be a great read.

[James Governor]

hey jennifer Andy is EX-VP of corporate comms. i am sure he would prefer if you fixed that. the new holder of the role, ingrid van den hoogen, might appreciate it too...

cheers.

[Michele Miller]

Congratulations, Jennifer! Great looking blog and sure to provide us all with provocative content. I've already added BrandShift to my blogroll!

[felix gerena]

Good luck, Jennifer.