http://nerdacumen.com/responding-to-heidi-sinclair-on-media-and-brand-supremacy/2009/05/13/ new... digital... interactive... multi... ummm... super fancy... like, media, and stuff. Fri, 12 Mar 2010 08:01:24 -0700 http://wordpress.org/?v=2.9.2 hourly 1 http://nerdacumen.com/responding-to-heidi-sinclair-on-media-and-brand-supremacy/2009/05/13/comment-page-1/#comment-144 Paul Gillin Fri, 15 May 2009 11:33:59 +0000 http://nerdacumen.com/?p=343#comment-144 I think you're making some assumptions that are supported more by instinct than fact. True, brands have largely stayed out of the print publishing game or failed at it because of the high cost. Online publishing shifts the equation, though. Simply exposing the talents of your employees through blogging can create new trusted sources. And becoming a trusted source doesn't necessarily mean publishing in the conventional model. Look what P&G is doing with its <a href="http://www.beinggirl.com/en_US/home.jsp" rel="nofollow">BeingGirl</a> community or how RSA made its <a href="https://365.rsaconference.com/index.jspa" rel="nofollow">annual conference</a> the most prestigious event of the year in computer security. These efforts have been successful because the sponsoring companies were willing to commit to a quality experience for the audience, regardless of whether it matched their strategic priorities. You can start small and grow these days for very little. I think you'll see more businesses try it. I think you’re making some assumptions that are supported more by instinct than fact. True, brands have largely stayed out of the print publishing game or failed at it because of the high cost. Online publishing shifts the equation, though. Simply exposing the talents of your employees through blogging can create new trusted sources. And becoming a trusted source doesn’t necessarily mean publishing in the conventional model. Look what P&G is doing with its BeingGirl community or how RSA made its annual conference the most prestigious event of the year in computer security. These efforts have been successful because the sponsoring companies were willing to commit to a quality experience for the audience, regardless of whether it matched their strategic priorities. You can start small and grow these days for very little. I think you’ll see more businesses try it.

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