How Brand Integrity Becomes Legacy

July 16, 2010

We have choices. We can try to be the best in the world, the best for the world or both. BP’s lack of a disaster plan speaks gallons about their choices. rtraction, on the other hand,  a southwestern Ontario hip, new media marketing firm, lives its values differently.

They organized London’s first Ignite event where speakers were asked to “Enlighten us but make it quick.” The format, created by Brady Forrest and Bre Pettis of Seattle in 2006, has now been replicated in 50 cities. Speakers have 5 minutes and 20 slides to make their point. “It’s TED on crack” said Chris McInnis who opened the night speaking about board games. He was followed by talks ranging from urban planning to ethical development, open data to art.

While the debate continues over whether web gurus makes us distracted and dumber or more connected and caring, rtraction’s technorati use their intellectual surplus to seek solutions for their customers and the community. rtraction not only helped ignite Ignite, they sponsored London’s PodCamp, a new media unconference and ChangeCamp to promote positive change through citizen and government collaboration.

rtraction will get good brand bang for their efforts. They won’t have to go looking for talent because talent is looking up to them. In this ‘Age of Skepticism,’ saying they connect e-clients to their audiences and then actually doing it live and online amplifies their brand integrity. Integrity can become legacy.


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Louise B. Karch