Marketspace's founder kicks off the iMedia Brand Summit with a talk about how brands managers are ceding control to consumers, and how "The Big Four" are also shaking up the branding game.

In this new networked world, everything that defines a brand in the minds of its constituents, from content to commerce, is no longer controlled by the brand manager. Consumers are the new brand stewards and social networks are the new channels of distribution. The Big Four -- Google, Yahoo!, MSN and AOL -- are radically remaking themselves through a rash of acquisitions, ad network expansions and development of new targeting capabilities that challenge traditional approaches to brand management. Everyone is scrambling to understand the new rules of consumer engagement.

Jeffrey F. Rayport, chairman of Marketspace LLC and former Harvard Business School professor, gets our conference started with a fast-moving tour of the rapidly shifting media landscape and the vital new strategies for brand survival and success.

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Speaker(s): Jeffrey F. Rayport, founder and chairman, Markespace LLC

Format: 00:52:25, 59.9MB, MP3