Link: 
Stowe Boyd’s SOMESSO London 09 talk on ‘Unmarketing and the Webful Brand’.
“If brands are to have any juice in this new online future, those that are advocating them will have to drop all the mass media shouting, and move past the ‘markets are conversations’ trivialization of the web, too. Their representatives will have to roll up their sleeves and do something, shoulder to shoulder, aspiring to make something in the world, collectively with us, not just selling us the parts.”
Earlier this week, Forrester’s Jeremiah Owyang predicted that the next five to ten years will increasingly see brands rendered obsolete, replaced by consumer groups and communities. How are companies to adapt?
At SOMESSO London ‘09, Stowe Boyd will give delegates a powerful insight into how to prepare for this evolution. In a presentation entitled “Unmarketing And The Webful Brand”, Stowe will tackle web-based interactions and how they have changed - and are still changing - the way corporations market themselves.
“Web culture is not a place where identity is based on the brands of goods. Identity in this culture is about relationships, activities, and aspirations,” he said. “If brands are to have any juice in this new online future, those that are advocating them will have to drop all the mass media shouting, and move past the ‘markets are conversations’ trivialization of the web, too. Their representatives will have to roll up their sleeves and do something, shoulder to shoulder, aspiring to make something in the world, collectively with us, not just selling us the parts.”
Stowe’s self-proclaimed obsession with social tools and their impact on business, media and society have led him to study the phenomenon of social media in corporate settings for many years. He coined the term “social tools” in 1999, the same year he started blogging, and in the years since as a consultant and analyst he has helped many clients navigate the social web and build a presence outside the traditional market.