Important Aspects of Online Brand management

Important Aspects of Online Brand management Paul Ollinger: As you know there’s Facebook, Myspace, second life and so many different opportunities that and advertise or actually needs help and guidance to choose what they should do and not only to choose what they should do but to understand exactly what each one of those different clock can present. Hi and welcome to Dog and Pony where innovators come to broadcaster business. I am Paul Ollinger. Since did they delay and started advertising has become an interactive experience. Joining us today is Todd Krieger, of the New a Multi platform Communications and advertising Agency and a Division of Publicise, Todd, welcome to Dog and Pony. Todd Krieger: Thank you Paul. It’s very good to be here. Paul Ollinger: So cast it online. A lot of companies as big as yahoo spend a lot of time and not quite figured out how much you should invest in generating your own content. What role do you play in fun and write kind of content for your client partners? Todd Krieger: There’s two distinct things that I am trying to do and I’ve really sort of launch the content practice for the new and one of the things I am trying to do is find good concept partners and yahoo is an example. Yahoo did something with craft around food and I think that content companies like yahoo, script networks and be serious of launching of as individual. They are very good in content creation and I want to land bridge have the ability to create content to partner with a brand messaging. Also brands have very strong distribution networks but there are serial boxes or any kind of in store placement you name it and I think that combining the brand distribution power of a marketer advertiser with the distribution power of a portal or a network. Actually, it can lead to the consumer when in by getting content from the content creator delivered by the advertiser who also gets the message across. Paul Ollinger: Or Todd, you refer to the new as a future facing communications and advertising company. What does that mean? Todd Krieger: Well, Paul it’s a very simple thing. It’s that with the dawn with visual aids as you’ve said. Interactive has really become part of the vocabulary of some advertisers at the same time as you know there’s facebook, myspace, second life and so many different opportunities that an advertiser actually need help and guidance to choose what they should do. And not only to choose what they should do but to understand exactly what each one of those different platforms represents. Paul Ollinger: Do you feel like pressure in becoming comfortable with sort of a whole user feedback social media where the user does have a role in creating a sort of the brand identity online. Todd Krieger: Yeah, I'm making. I think the best example you can see is apple that is draconian in terms of their brand policing invited somebody from England to create their ad right. They did that ad of music as my exact; music is my hot, hot boyfriend. The kid made an ad and apple like it so much. They bought them over and they re-shutted obviously but the apple who is you know fascistic about their brans has actually a lot of people to participate in creating it. So yeah I do can get brands that are getting compel of that. Paul Ollinger: You are a published author. Tell us about your writing and your films that purchase. Todd Krieger: Actually, it’s been about the intersection of technology and content and I done that for like the New York Times and wired full of covering things like interactive movies or how would there is new distribution for movies that are not necessarily makes in theater. Paul Ollinger: So you got a brand New Year and you got a brand new company. what do you want to accomplish in the next 12 months? Todd Krieger: In the next 12 months, I’d like to create some broadband channels for my clients that help them to take advantage of online video. I would like to do at least two multi path from campaigns that accomplice everything from say a billboard in time square to text messaging with your mobile phone to an internet presence and you know peace in the policeman and that’s what they all want. Paul Ollinger: Todd Krieger as VP of the New West Coast thanks for going us on dog and pony. Todd Krieger: Thank you Paul. Paul Ollinger: As it always, if you got comments, questions, or suggestions for upcoming guests, you can e-mail me Paul Ollinger at Paul@dogandpony.com. Thank your staff and bye. See you next time.