Startups

Losing control is okay

The internet has multiplied the number of voices talking about brands. How should brand owners respond?

04 October 2010

It’s undeniable that the internet has turned branding upside down. The most valuable brand in the world – Google – hasn’t spent a dollar on marketing, an unthinkable occurence just 15 years ago. Apple, Disney and Nike all spent billions in the 1990s to implant their brands in customers’ minds. How does today’s marketer make sense of the new reality?

For self-described serial entrepreneur Luisa Mazinter, the key concept is that companies scared by the internet need to be prepared to lose control.

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