This page provides details of the plenary talk on "Web 2.0 and Brand: Theory and Practice".
There are thousands of Web 2.0 technologies available online right now, from Twitter to Second Life, all with tangible marketing benefits but not necessarily to every organisation or audience. In the current climate of Web 2.0, marketers are being expected to prove their understanding of new technologies and demonstrate how their brand is using and responding to the changing environment by incorporating social media into their digital strategies. This challenge is particularly acute in large, devolved organisations such as universities where technology decisions are often made at arms' length from the marketing function by IT teams or individual departments, neither of whom may consider the implications that building an online presence in Web 2.0 may have on an audience's perception of the organisation's brand.
During the talk, Aspell and Souttar will outline how the changing landscape of digital technologies will shape the agenda of brand development in the future. This will include the principles of branding in the modern age with its application and embracing of Web 2.0 technologies. Moving from theory into practice, the reference will be the re-brand of University of Southampton with http://www.southampton.ac.uk/isoton used to demonstrate how Web 2.0 technologies can reflect and enhance an institution's brand.
Note that Helen Aspell couldn't make this talk due to illness so the session has been slightly revised.
James Souttar and Dean Russell from Precedent described the work at iSoton.
Following this presentation Claire Gibbons, University of Bradford then spoke about the Developme Ning service at Bradford and Mike Ellis, Eduserv described the 2008 Web landscape in the museum/heritage sector.
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