The COO of Winster Interactive and self-proclaimed brand guy reveals the questions to be debated on the newly launched Branding discussion board.

The results of an online iMedia Connection poll published in January indicated that the number one issue for the industry to tackle is proving that the Web is a viable branding vehicle. The poll was the second step of a five-step process outlined by a formulation committee (created after the iMedia Summit, held November 14 through 17 in Park City, Utah), to keep the dialogue going between industry events and develop action plans for moving the industry forward.

As part of this process, the committee formed Action Groups to tackle each issue by developing mission statements, tangible goals and timelines. iMedia Connection promised to then provide an online forum to communicate the Action Groups' progress, and enable message board discussions, feedback and polling.

John Durham, chief operating officer of Winstar Interactive, facilitates the Branding discussion board. Durham calls himself "a brand guy. I'm about brands. We represent brand properties and I believe that direct response, direct opportunities are a part of interactive marketing, but central to any company, product or service is brand." iMedia Connection talked to Durham about the group's goals and expectations.

iMedia Connection: What are the goals of the group?

Durham: It seems like the biggest issue that is constantly being addressed is, which is it -- is it branding or is it direct response? What kind of medium is interactive? What we're trying to do as a committee is to coalesce some of the divergent opinions out there and try to put them all together and say, 'OK, this is what the marketplace says, and these are our thoughts and this is how we can begin to define brand as it applies to other media and how it applies overall to everything,' which I think is pretty exciting.

iMedia Connection: What is the process the group plans to go through? What are the steps involved?

Durham: The first thing we're doing is basically putting everyone's opinions up there and then we will begin trying to answer three or four critical questions, which we've posted. We've got a lot of good people representing a lot of good sides of the business who have put together some really good opinions.

And then at the Media Buyers Summit in May, we're going to be putting together some sense of next direction about where to go and begin making some sort of statement as to what it is.

iMedia Connection: What specific topics do you plan to discuss?

Durham: We think the critical questions are: What is brand? How does brand apply into the Internet? What are the ways for people to feel good about brand? How do people quantify brand?

iMedia Connection: How will this group support the efforts of what is already going on?

Durham: There's no one really tackling this topic.

iMedia Connection: What's the significance of making this a public forum, and by making it public, whom do you hope will get involved in the discussion?

Durham: We're making the first conscious effort to take on a lot of the independent research studies that have been out there, and are trying to coalesce all these different thoughts contributed by a lot of people. And then out of that it allows us to make some sense and begin making some guidelines for thought and ultimately some sense of purpose.

I believe bringing everybody together and talking about these issues, getting all the opinions in the marketplace together, is the smart thing to do.