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Title:

Manners for the Modern Brand

Your vote:
Yes No
Organizer:
Dion Hughes, Persuasion Arts & Sciences
Description:
Brands have to start behaving themselves, just like the rest of us. Now that the relationship between brand and customer has been turned inside out, there’s no other choice. But what is the new social contract? This panel argues the options.
Questions
Answered:
  1. Are brands true members of society?
  2. Do/can the rules of society apply to brands?
  3. Is there a universal set of rules for brands to follow?
  4. What are the consequences for ignoring or breaking the rules?
  5. Would this theoretical rule book constitute a new model for brands to follow?
  6. Can we as citizens use these rules to hold back the encroachment of intrusive marketing?
  7. What are the rewards for brands that “behave”?
  8. Is it every brand for itself, and to hell with the rules?
  9. How far can the rules apply, beyond digital marketing, to the entire behavior of brands?
  10. Who will win? The rude or the polite?
Level:
Advanced
Category:
Advertising / Marketing
Type:
Panel
Event:
SXSW Interactive 2009
Alan Wolk
on 14/8/08
Dion is an advertising legend who's created many of the legendary campaigns over the past twenty years.

But what really sets him apart is that he's one of the only (if not the only) legendary ad man who has managed to adapt and flourish in this new era. He gets the changes that have happened and has the experience to put it all in perspective.

I wouldn't miss this one.
Elizabeth Banfield
on 15/8/08
As a former colleague I can say that Mark & Dion are two of the smartest creative minds out there. I would drink whatever coolaid they're sellin.
John Franklin
on 19/8/08
I agree wholeheartedly! The challenge is getting the brand owners to agree to a new contract. Coming recently from the brand manager side of the relationship, I believe there is both an arrogance and a fear of change that clouds the view of a new world order. Those with clearer vision (outside advisors and agencies) need to be the catalysts to guide them to the new way of conducting themselves.
Matt Lindley
on 20/8/08
Should be mandatory for old-school product managers.
kenan gregory
on 20/8/08
Intriguing...indeed.
stephanie svee
on 20/8/08
...and mandatory for any old school ad agencies, eh?
Marnie Jones
on 20/8/08
Great idea....I agree there is a fear of change amongst the good ol' boy (or gal) network. Trust and results have to be built up between advertiser and client for brands to start letting go of the false sense of "tried and true" methods. Way to go.....
James Brown
on 20/8/08
I just bought my two-year old a book called "Manners Can Be Fun," by Munro Leaf. And I figure if my two-year old can learn to be nice and polite and considerate of others I big brand should be able to as well. If I can come to SXSW this year I'm coming to this panel.
Kevin Amter
on 20/8/08
"The new social contract" is one of many genius thoughts Hughes has about the business and how to activate it in today's new marketing world. This is a must see for Brands and marketers.
Alan Pafenbach
on 20/8/08
There definitely is a need for rules of engagement. Even digital brands need to brush up on their etiquette.
Valeria Maltoni
on 20/8/08
Dion Hughes is an innovative thinker and a great storyteller. There is a new social contract and brands that want to retain value will need to take the conversation to the next level with their customers. This session will be invaluable to marketers, communicators, PR and media professionals - and frankly anyone with any size business.
lisa stitzel
on 22/8/08
I think this is a very timely topic. Great hook and I like the intended line up of speakers.
david rosenfeld
on 22/8/08
Great discussion topic - I think I need to hear this stuff and I can't think of a better setting. Make this panel happen!!!
david rosenfeld
on 22/8/08
I forgot to vote my stars, so I am adding another comment.
Dion Hughes
on 22/8/08
We're very excited to announce the identity of our moderator, VALERIA MALTONI, the widely read Conversation Agent. I won't even attempt to do her extensive and impressive biography any justice - just visit her blog, (http://www.conversationagent.com) if you haven't already, and read her story, and her thoughtful, sensitive points-of-view about modern marketing.

And stay tuned for more on the identities of our diverse panel of opinions.
Sara Stevens
on 24/8/08
Great idea. As I see more brands connecting themselves to the "green movement" this topic in particular is of interest as I think ethics will be key -- consumers are more connected to information/have a voice than ever before.
Ira Matathia
on 24/8/08
Leave it to Dion to be thinking about new issues in a new way. Co-creation of brands is the future, someone needs to be thinking about the rules of engagement in this brave new world of communication. Bravo, Dion, as always
dawn mccarthy
on 24/8/08
If there's anyone who could whip the advertising industry into submission, it's Dion & Mark.
dawn mccarthy
on 24/8/08
If there's anyone who could whip the advertising industry into submission, it's Dion & Mark.
Julie Curtis
on 24/8/08
Well, yes, someone does need to lay out some ground rules about how to endear one's brand to the brand-sick consumer. I'm sure Dion has an interesting perspective on this, and will certainly present an insightful and entertaining panel discussion.
Brynn Ray
on 24/8/08
Fantastic concept. I couldn't agree more.
Simon Bloomfield
on 24/8/08
Dion, you got my vote. just sent you a note too, but I thought it worth putting it out there for others. if you want a good debate, make sure you get Joseph Jaffe on the panel. You and he seem to be coming to some similar conclusions. And he can certainly get people fired up.
Bruce Bildsten
on 25/8/08
Great idea. Bring em on.
eric berkowitz
on 25/8/08
Dion is a pioneer and will certainly add value to SXSW. I look forward to hearing more about Manners for the Modern Brand.. Go Dion GO!
Eric Hanson
on 25/8/08
To gain anything durable, a brand has to be useful, and to be useful it needs to be trusted. To reach that level it has to navigate between honesty and good manners, which isn't always easy, especially in a time when expertise makes too many people either resentful or suspicious. This is the sort of conversation the society could benefit from.
Elizabeth Amstutz
on 25/8/08
Dion speaks...I listen. Interesting and important topic in an age where anything goes but very little works.
jeff johnson
on 25/8/08
Dion rocks the house - with our without socks. Few folks in this biz has so consistently embraced lateral, weird ass and effective creative thinking as big D. For nearly 15 years I've seen Dion make the right calls 6 months ahead of the trends - year after year. Really pisses a guy off.
jeff johnson
on 25/8/08
Dion rocks the house - with our without socks. Few folks in this biz has so consistently embraced lateral, weird ass and effective creative thinking as big D. For nearly 15 years I've seen Dion make the right calls 6 months ahead of the trends - year after year. Really pisses a guy off.
Ginny Kollewe
on 25/8/08
This is the right topic at the right time. Accountability, sustainability, behavior are not just the responsibility of individuals but of corporations as well. Thanks Dion for putting forth this idea.
kieran darby
on 25/8/08
An interesting premise- or, if you like, 'going in' context for me here- is an assertion on my part that Brands have always really had to 'behave themselves' around us (Consumers). New Social Media has just evolved that playing field. I do not think that it has fundamentally altered how Brands have to behave or communicate around us, because, as I said, I think they have always had to watch what they say and how they behave around us (and the really 'smart' and many successful Brands, have adhered to that rule and played that game better).
Paul Saarinen
on 25/8/08
This topic will be important for the foreseeable future. I will definitely be attending this one.
Stephanie Quilao
on 25/8/08
This sounds like it would be a very useful and informative panel. I give two snaps in z-formation.
Anne Fredrickson
on 25/8/08
Dion and Mark are gods. And I am a disciple.
Dion Hughes
on 25/8/08
Thank you all for your comments and votes.
I should have mentioned much earlier that we will be co-hosting this panel with our friends from Hello Viking. ( http://www.helloviking.com )
And that Tim Brunelle, founder of Hello Viking and all 'round visionary will be joining me on the panel.
Valeria Maltoni
on 26/8/08
The Top Ten Questions This Panel Will Address Are:

1. Are brands true members of society?

2. Do/can the rules of society apply to brands?

3. Is there a universal set of rules for brands to follow?

4. What are the consequences for ignoring or breaking the rules?

5. Would this theoretical rule book constitute a new model for brands to follow?

6. Can we as citizens use these rules to hold back the encroachment of intrusive marketing?

7. What are the rewards for brands that “behave”.

8. Is it every brand for itself, and to hell with the rules?

9. How far can the rules apply, beyond digital marketing, to the entire behavior of brands?

10. Who will win? The rude or the polite?

10a. There are more questions from the fantastic audience, of course!
Catherine McIntyre-Velky
on 26/8/08
this one has my vote
Gregory Butz
on 26/8/08
This one gets my vote. Looking forward to a cool and informative session.
Paul McEnany
on 26/8/08
Another great one! And from the amount of comments, I better see this one...
mark johnson
on 27/8/08
If brands knew they behaving poorly I'm sure they would think twice before doing it again. Great topic.
marc stolove
on 27/8/08
Couldn't be more timely. Killer idea.
Paul Bernasconi
on 27/8/08
Excellent topic. Is it possible to think of brands as 'friends.' Would they then become 'brends'. I hope not.
Gets my vote.
dan sutton
on 27/8/08
Speaking of manners: Please be sure to include this panel. Thank you.
Kimberly Michaelson
on 28/8/08
Dion inspired me when I worked with him many years ago. His wickedly quick mind is delightful. I am undyingly loyal to him and will gladly support any project of his. He is wildly creative and it's exciting to see him blossom beyond just the drudgery of advertising. Long live Harvey Tuttle!
Marc Lucas
on 28/8/08
yes please!
Tim Brunelle
on 28/8/08
What excites me about being on this panel is the opportunity to not only dissect and argue behavior, but propose actionable, real-world tactics and methodology. Wouldn't it be awesome if marketers could have realistic, useful ways to measure the results of behaving one way with consumers versus another? Because then it wouldn't be so subjective. And it might help marketers create better marketing. (Ya think?) Ginny and Kieran made astute comments (above) on these issues. This is going to be fun.
Matt Burgess
on 29/8/08
Everything a brand needs to know it can learn in kindergarten. Mr. Hughes is onto something, let's listen.
Ricardo Bueno
on 30/8/08
It's easy for a consumer to spot when a brand is being disingenuous and when a brand doesn't have their best interests at heart. And in today's information age, it's VERY easy to move from one brand to another that's going to deliver a better brand experience.

Defining social norms within the context of social media is important as more and more new brands & businesses begin to embrace marketing themselves through this medium.
Jennifer Iwanicki
on 31/8/08
It's fantastic to see such interest in a topic we find pretty fascinating amongst ourselves. Whee!
Dion Hughes
on 1/9/08
It would be exciting enough to appear at SXSW Interactive Festival, and have an enlivening effect on the general conversation. Who knows, maybe what comes from the panel can make some tiny difference in the way brands (the ultimate underwriters of almost everything we do digitally) behave on the internets. But even more... and definitely even more pie-in-the-sky, is that this is one place where we start to understand just how the digital revolution effects brands everywhere, no matter where it is they attempt to interact with us. can brands and people find a peaceful - respectful - co-existence?
sam saunders
on 4/9/08
It's a very interesting topic now that brands are (supposedly) talking with people, and not at consumers. Especially in an age where people are more marketing savvy than ever, perhaps even more skeptical than ever about marketers and probably less trusting than ever of advertising. Even if brands obey the etiquette (whatever that is) of our social circles, will we ever really allow them to come in like that? Who knows....
Florence Buchanan
on 11/9/08
How refreshing - not only to be thinking on a brand level here but also to consider courtesy towards the consumer as part of the equation. How delightfully old-fashioned yet absolutely crucial – since apparently the internet is here to stay!
Nike Air Force One
on 26/3/09
Great to know
Nike Air Force 1
on 28/4/09
Awesome
Nike Dunks
on 5/5/09
Great information
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