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3 ways to (usefully) lose control of your brand

1,128,941 views |

Tim Leberecht |

TEDGlobal 2012

• June 2012

The days are past (if they ever existed) when a person, company or brand could tightly control their reputation -- online chatter and spin mean that if you're relevant, there's a constant, free-form conversation happening about you that you have no control over. Tim Leberecht offers three big ideas about accepting that loss of control, even designing for it -- and using it as an impetus to recommit to your values.

The days are past (if they ever existed) when a person, company or brand could tightly control their reputation -- online chatter and spin mean that if you're relevant, there's a constant, free-form conversation happening about you that you have no control over. Tim Leberecht offers three big ideas about accepting that loss of control, even designing for it -- and using it as an impetus to recommit to your values.

This talk was presented at an official TED conference. TED's editors chose to feature it for you.

Attend a dinner with 15 Toasts, and step outside the bounds of your day-to-day life.

About the speaker

Tim Leberecht

Business romantic

See speaker profile

A humanist in Silicon Valley, Tim Leberecht argues that in a time of artificial intelligence, big data and the quantification of everything, we are losing sight of the importance of the emotional and social aspects of our work.

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This talk was presented at an official TED conference. TED's editors chose to feature it for you.

Attend a dinner with 15 Toasts, and step outside the bounds of your day-to-day life.