When losing control is positive
Gone are the days (if they ever existed) when an individual, company, or brand had tight control over its reputation—the sharing of information online It means that if you're relevant, there's a constant, informal conversation happening about you that you can't control.
Tim Leberecht points out in this presentation Three Key Ideas About Accepting Your Loss of Control, to define it and even to use it as a catalyst to reconnect with your values.
Sometimes, successful marketing campaigns are all about getting creative, thinking outside the box, and letting some of your brand’s communication happen outside your control. In this video, the discussion centers on the advantages of give up some control on a brand's reputation so that it can grow and reap some unexpected benefits from its community. The Reputations are built on relevance and through open and organic dialogue. This is the focus of this presentation, while also demonstrating how a loss of control can help promote the values associated with a brand.
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