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3 Ways to (Usefully) Lose Control of Your Brand

In his TED Talk frog's CMO Tim Leberecht explores how companies can respond to evermore demanding customers and employees who are empowered by hyper-connectivity and the ‘radical transparency’ of social media. Popular belief holds that commitment is fickle, reputation volatile, and loyalty scarce. In short: Companies have lost control – over their workforce, their customers, and as a result, their brands.

But have they really? Leberecht argues that companies have never been in control, and that they actually have more control over the loss of control than ever before – in fact, they can design for the loss of control.

Tim gave his talk during TED University at TEDGlobal 2012 ("Radical Openness") in June this year in Edinburgh. He recently wrote a brief reflection on the experience of speaking at TEDGlobal on design mind.

For more on the brand stories he shares, read the summary on the TED Blog and "Designing for the Loss of Control."

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