Brand Control


From Tom Peters:

“Has TEDx lost brand control? Close friend regaled me with tale of poorly organized, directionless TEDx event he recently attended in NYC.”

From :

Created in the spirit of TED’s mission, “ideas worth spreading,” the TEDx program is designed to give communities, organizations and individuals the opportunity to stimulate dialogue through TED-like experiences at the local level. TEDx events are fully planned and coordinated independently, on a community-by-community basis

I have never been to a TEDx event….though I do have the TED app on my iPad. In general, the TED events are short presentations by different speakers on current subjects. Some of the speakers well-known….others not. For most good speakers….it’s fairly easy to make a solid presentation on a subject even though you may not be the expert.

Two thoughts:

  • Brand control: I have not seen that term used….though I suspect it means a business/organization is on top of how its product (brand) is used….positioned….and managed in the marketplace. In the case of Tom Peters comment….perhaps the TEDx events have lost their focus.
  • Any business/organization needs to stay fresh….always evolving. While some businesses can continue to stay the same and be successful….others must be constantly changing. I indicated before in our family business….we were always changing something….whether a fresh coat of paint or new styles/fabrics. We even tried water beds….not for long, however!

Being fresh keeps the customer interested and keeps the business/organization interesting.


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