Group items tagged

My last column discussed the brand utility supported entertainment model in which content providers and marketers work upstream to create customized complimentary experiences. One option would be to align this model with the open standard objectives of DataPortability.org. Their mission: to gather "existing open standards into a blueprint for a social, open, remixable Web where your online identity, media, contacts and content can follow you wherever you go."

For brands and content creators, that means conversation would truly have to be initiated by the user. The user would own the data, and the brand content offering would have to be valuable enough to warrant an exchange. In essence, brand content would be bought with "data currency."

There are brand enthusiasts who participate in campaigns on an ongoing basis. Yet each time they return, these fans must register and sign-up for the full experience. If the brand were to embrace technologies such as OpenID, not only would it provide their fans access to cross-promotional properties around that campaign, it would also provide easy access to all future campaigns. And with future potential of data portability, people could take those experiences with them, introducing content to friends and hopefully igniting passionate new fans.