Hypertext

You may recall images flashing around the world in 2006 that showed laptops bursting into flames.  These dangerous fires were caused by faulty batteries.  However, few people appreciate that Sony was not identified as the supplier of these batteries until Dell Computer named it in a post on the company’s corporate blog.  Dell’s post generated 1.5 million web links in only nine days.  Sony’s share price fell 18% in seven very short weeks and was eventually forced to issue a profit warning.  This experience shows how one company’s efforts to protect its brand online harmed another company’s brand.

Is the future of branding as we know it under threat?  Is it possible to build a brand online – or is online brand building simply a defensive strategy?  Does loyalty matter anymore?  Text 100 is bringing together a panel of Europe’s leading brand owners to debate these questions and more.  If you’re in London on Tuesday, January 19, please join us at the Paramount Private Members Club on Level 31 of Centre Point Tower (New Oxford Street, London WC1A 1DD) at 6.30pm.  You’ll hear from:

• Will Whitehorn, President of Virgin Galactic and special adviser to Sir Richard Branson
• Brian O’Shaughnessy, Head of global communications, Skype
• Vijay Solanki, Senior Director of digital marketing, Research In Motion (RIM, creators of the Blackberry)
• Cristina Hoole, Marketing and PR Director Europe, LinkedIn
• Aedhmar Hynes, CEO, Text 100 (acting as host and chair)

Confirm your attendance today by emailing Jonas Ruggard: jonas.rugaard@text100.com.  Perhaps you have a question for our panel?  Feel free to send these to Jonas as well.

Related posts:

1. Business Blogging: U.S. vs. Europe
2. New Study Finds That Media Prominence Predicts Brand Value Better than Ad Spend for High Involvement Brands
3. London Rising!
4. The Corporate Blog: 10 Community Building Tips
5. Nielsen Missed the Mark on Value of PR for Financial Brands in Crisis