Chris Grams

Authored Content

Authored Comments

cgrams
Evaluating TEDx as a brand strategy

Hi folks-- Make sure you check out the follow up to this conversation from a legal POV here:

https://opensource.com/law/10/10/tedx-branding-legal-point-view

cgrams
TEDx branding: A legal point of view

Hi Pam-- that question "what happens if the community does not act in the best interests of the brand?" is a very interesting and complex one.

For example-- who is the ultimate arbiter of what is best for the brand-- the community (if it is truly a community brand) or the company or organization that owns the brand trademark?

And are we really asking what is best for the _brand_ or what is best for the _organization that owns the brand_? The distinction is important.

So although the question is complex, the reality is that if you get to the point where you are having to make distinctions like the ones I'm making above, the answer to the question may actually be very simple: "bad stuff happens."

Maybe we re-frame the question a bit so that we don't get to the point where we have to answer your question:) How about something like:

"How do you design a community model that gives community members a strong incentive to act in the best interests of the brand?"

My view is it starts with the organization that owns the brand trademark and the brand community having a shared purpose. If the community has the same end goal as the organization that owns the TM (and community members are working together to support this goal), there is a higher likelihood that they will agree on strategy for the brand.

I also wonder whether the design of the community has to ensure that enforcement of brand usage / standards is ultimately the job of the community and not the TM owner. The sheer leap of faith/act of trusting the community to this important role may also help with alignment.

The honest truth is there is no simple answer here, and these are important questions that I bet many community brands are grappling with right now.

It's an interesting discussion... I would love to hear others with experience trying to manage community brands weigh in with their thoughts.