Comments on: The People Are The Brand http://blog.9rules.com/2005/08/the-people-are-the-brand/ Everything that happens at 9rules Wed, 01 Feb 2012 08:56:28 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: 9rules Network: Weblog http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-1207 9rules Network: Weblog Fri, 16 Sep 2005 16:27:47 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-1207 [...] her entries in Member Sites. A couple of weeks ago I wrote an entry titled, The People Are The Brand, where I argued that a blog is nothing without the writers behi [...] [...] her entries in Member Sites. A couple of weeks ago I wrote an entry titled, The People Are The Brand, where I argued that a blog is nothing without the writers behi [...]

]]> By: Joshua Lane http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-886 Joshua Lane Tue, 23 Aug 2005 14:44:44 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-886 I think it depends on what is being branded... the blog content, or the author. For example, no one else could do Dooce... it's Heather Armstrong and could only ever be her. On the flip side, take a blog like uncrate.com... anyone could do that. You could use Network TV Anchors as an analogy to this stuff. The Big Four Networks brand the anchor just as much as they brand the show (ie, Nightly News w/ Tom Brokaw). However, a place like CNN (ie, Headline News) could rotate multiple anchors and it would still be the same show. I think it depends on what is being branded… the blog content, or the author.

For example, no one else could do Dooce… it’s Heather Armstrong and could only ever be her. On the flip side, take a blog like uncrate.com… anyone could do that.

You could use Network TV Anchors as an analogy to this stuff. The Big Four Networks brand the anchor just as much as they brand the show (ie, Nightly News w/ Tom Brokaw). However, a place like CNN (ie, Headline News) could rotate multiple anchors and it would still be the same show.

]]> By: regina http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-885 regina Mon, 22 Aug 2005 23:51:29 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-885 The brand is the brand. People represent the brand and what your brand stands for. So either your bloggers are in alignment with your brand or they aren't. The Brand usually is not about the content of a blog but what the blog stands for and represents in the larger media. The brand is the brand. People represent the brand and what your brand stands for. So either your bloggers are in alignment with your brand or they aren’t. The Brand usually is not about the content of a blog but what the blog stands for and represents in the larger media.

]]> By: John Zeratsky http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-884 John Zeratsky Mon, 22 Aug 2005 18:18:49 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-884 Hey Jason, thanks for weighing in. Have you had writers leave any of your sites? How has that affected the brand and the success of those sites? Hey Jason, thanks for weighing in. Have you had writers leave any of your sites? How has that affected the brand and the success of those sites?

]]> By: Jason http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-882 Jason Mon, 22 Aug 2005 16:39:57 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-882 The bottom on line on this is that two things are occuring at the same time that seems to be contridictory: 1. Blogs can live on if their blogger leaves (i.e. Gizmodo, Gawker, etc) 2. Bloggers can leave a blog and go on to bigger and better things (Peter Rojas, Elizabeth Spiers) My main point with the "Martha Stewart" problem is about branding. If you brand your blog "Joe's Car Blog" then it's kind of hard for Jane to come in and blog it when Joe retires/moves on. We're trying to build sustainable blogs that can continue to grow if one of our bloggers takes a vacation, retires, or moves on to another gig. We've had major bloggers leave the network over the past year... we thought they would have a huge impact on the traffic and it turns out they didn't. Are the blogs they worked at doing as good as they would have if they stayed? Maybe, maybe not... depends on how good the person we get to replace is frankly. In the case of Gizmodo, Nick looks at losing Peter and says to himself "Gizmodo is bigger then it's ever been." He is excited about that fact. However, I look at it and say "Engadget gets 2-3x the traffic of Gizmodo despite Gizmodo huge lead in the space." I'm excited about that fact. So, we're both excited about the success of the two sites even though it's very clear that Engadget is the bigger and better blog. I agree with Shawn the blog brand trumps the blog in *most* cases. Every once and while (say one out of 25 blogs) the blogger is the difference. That's not to take anything away from teh blogger... the same is true for CEOs. You could replace me with 20 other CEOs and the business might wind up doing as well or better! The bottom on line on this is that two things are occuring at the same time that seems to be contridictory:

1. Blogs can live on if their blogger leaves (i.e. Gizmodo, Gawker, etc)

2. Bloggers can leave a blog and go on to bigger and better things (Peter Rojas, Elizabeth Spiers)

My main point with the “Martha Stewart” problem is about branding. If you brand your blog “Joe’s Car Blog” then it’s kind of hard for Jane to come in and blog it when Joe retires/moves on. We’re trying to build sustainable blogs that can continue to grow if one of our bloggers takes a vacation, retires, or moves on to another gig.

We’ve had major bloggers leave the network over the past year… we thought they would have a huge impact on the traffic and it turns out they didn’t. Are the blogs they worked at doing as good as they would have if they stayed? Maybe, maybe not… depends on how good the person we get to replace is frankly.

In the case of Gizmodo, Nick looks at losing Peter and says to himself “Gizmodo is bigger then it’s ever been.” He is excited about that fact.

However, I look at it and say “Engadget gets 2-3x the traffic of Gizmodo despite Gizmodo huge lead in the space.” I’m excited about that fact.

So, we’re both excited about the success of the two sites even though it’s very clear that Engadget is the bigger and better blog.

I agree with Shawn the blog brand trumps the blog in *most* cases. Every once and while (say one out of 25 blogs) the blogger is the difference. That’s not to take anything away from teh blogger… the same is true for CEOs. You could replace me with 20 other CEOs and the business might wind up doing as well or better!

]]> By: Scrivs http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-881 Scrivs Mon, 22 Aug 2005 16:11:37 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-881 Great question Pierce. Corkforce is under the same situation that Notablewords was before and that is a wait and see approach. Different writers bring different styles and we can't judge them until we see the quality they bring to the table. Obviously if it's not up to the standards we are trying to set they will be removed and they are well aware of that. Great question Pierce. Corkforce is under the same situation that Notablewords was before and that is a wait and see approach. Different writers bring different styles and we can’t judge them until we see the quality they bring to the table. Obviously if it’s not up to the standards we are trying to set they will be removed and they are well aware of that.

]]> By: Adrian Trenholm http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-880 Adrian Trenholm Mon, 22 Aug 2005 15:54:38 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-880 I reckon the brand is the whole thing - blogger, blog and commenters. Yes, the first blogger is usually the one who sets the tone, but he or she does not really control the brand. Once the comments come in, you have a brand which is out of your control (PS that's a good thing). If a big enough community builds up round a topic or a blog, the blogger can actually change without anyone really noticing - look at the posts on ToDone which have been written by Peter Flaschner. I am still seeing him referred to as Keith, by the people who link to Peter's posts, for example <a href="http://hwebbjr.typepad.com/openloops/2005/08/make_an_appoint.html#more" rel="nofollow">open Loops.</a> I reckon the brand is the whole thing – blogger, blog and commenters. Yes, the first blogger is usually the one who sets the tone, but he or she does not really control the brand. Once the comments come in, you have a brand which is out of your control (PS that’s a good thing).

If a big enough community builds up round a topic or a blog, the blogger can actually change without anyone really noticing – look at the posts on ToDone which have been written by Peter Flaschner. I am still seeing him referred to as Keith, by the people who link to Peter’s posts, for example open Loops.

]]> By: John Zeratsky http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-879 John Zeratsky Mon, 22 Aug 2005 15:51:46 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-879 Also, I cannot spell (your/you're). Also, I cannot spell (your/you’re).

]]> By: Pierce http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-878 Pierce Mon, 22 Aug 2005 15:50:36 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-878 This is interesting. Since Cork Force seems to have recently been sold, and is now <a href="http://corkforce.com/articles/2005/08/16/under-new-management/" title="Under New Management" rel="nofollow">under new management</a>, does this mean it will be removed from the network, since "the people are the brand"? This is interesting. Since Cork Force seems to have recently been sold, and is now under new management, does this mean it will be removed from the network, since “the people are the brand”?

]]> By: John Zeratsky http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-877 John Zeratsky Mon, 22 Aug 2005 15:00:50 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-877 Damn you and your mind tricks! I guess that's why your the CEO and I'm just a member :-/ Damn you and your mind tricks! I guess that’s why your the CEO and I’m just a member :-/

]]> By: Scrivs http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-876 Scrivs Mon, 22 Aug 2005 14:56:11 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-876 So in the end we see eye to eye. Glad you are willing to see that I was obviously right from the very beginning John :-P. So in the end we see eye to eye. Glad you are willing to see that I was obviously right from the very beginning John :-P .

]]> By: John Zeratsky http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-875 John Zeratsky Mon, 22 Aug 2005 14:47:35 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-875 Absolutely not. Both Rojas and Cox were central to establishing their site's brands. Excellent point. I imagine as those writers are (well, were in the case of Rojas/Gizmodo) replaced with others, the brand will be weakened and start to stray from what made it successful in the first place. Absolutely not. Both Rojas and Cox were central to establishing their site’s brands. Excellent point.

I imagine as those writers are (well, were in the case of Rojas/Gizmodo) replaced with others, the brand will be weakened and start to stray from what made it successful in the first place.

]]> By: Scrivs http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-874 Scrivs Mon, 22 Aug 2005 14:32:31 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-874 But do you think the Gizmodo "brand" would've been established without Rojas first working on it? Same could be said about Wonkette. But do you think the Gizmodo “brand” would’ve been established without Rojas first working on it? Same could be said about Wonkette.

]]> By: John Zeratsky http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-873 John Zeratsky Mon, 22 Aug 2005 14:24:16 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-873 I don't know anything about Gizmodo's traffic numbers, but to say "they kept their brand totally consistent" is not to say that they stayed as popular as ever after Rojas left. So if you're talking about success, sure -- good writers are essential to achieving and keeping success. You always need that. But I think in the case of a non-personal site (i.e. not any of the sites in 9rules) you can maintain your brand between writers, even though you may lose some popularity in the process. I don’t know anything about Gizmodo’s traffic numbers, but to say “they kept their brand totally consistent” is not to say that they stayed as popular as ever after Rojas left.

So if you’re talking about success, sure — good writers are essential to achieving and keeping success. You always need that. But I think in the case of a non-personal site (i.e. not any of the sites in 9rules) you can maintain your brand between writers, even though you may lose some popularity in the process.

]]> By: Scrivs http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-871 Scrivs Mon, 22 Aug 2005 14:00:30 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-871 I'd disagree for the simple fact that when Rojas left and started Engadget look how many people went with him. Fortunately for Gizmodo there are only two major gadget blogs, otherwise I am not to sure how it would've survived. If Rojas left Engadget many people would follow him because they like his writing and his style. Sure people would stay at Engadget, but I bet he could get more people to his own blog if he started one. His brand is that strong. If that wasn't the case then WIN wouldn't have gone after him in the first place. I’d disagree for the simple fact that when Rojas left and started Engadget look how many people went with him. Fortunately for Gizmodo there are only two major gadget blogs, otherwise I am not to sure how it would’ve survived.

If Rojas left Engadget many people would follow him because they like his writing and his style. Sure people would stay at Engadget, but I bet he could get more people to his own blog if he started one. His brand is that strong. If that wasn’t the case then WIN wouldn’t have gone after him in the first place.

]]> By: John Zeratsky http://blog.9rules.com/2005/08/the-people-are-the-brand/comment-page-1/#comment-869 John Zeratsky Mon, 22 Aug 2005 13:55:17 +0000 http://9rules.com/blog/2005/08/the-people-are-the-brand/#comment-869 No doubt, the writer makes the blog. But writers can be interchangeable sometimes... look at Gizmodo, for example. They've been through 3 (I think) writers over the past couple of years but kept their brand totally consistent. No doubt, the writer makes the blog. But writers can be interchangeable sometimes… look at Gizmodo, for example. They’ve been through 3 (I think) writers over the past couple of years but kept their brand totally consistent.

]]>