Brand Streams defines the modern idea of a brand: not only one source is the creator of a brand image, but everyone who participates in the brand becomes part of the process.

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© by Henning von Vogelsang, 2007–2012
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2. What is
a brand?

3. Logo?

4. Corporate
Identity?

5. Marketing?

6. Emotion.

7. Experience.

8. Passion.

9. Trust.

10. Reliability.

11. Qualities we
expect from
friends.

12. © by Henning von Vogelsang, 2012

13. We don’t expect our
friends to deceive us.

14. We are humans, not
just consumers.

15. Families, colleagues,
partners, friends and
acquaintances.

16. It is embedded in our DNA
to influence each other.

17. To feel, learn, grow
and improve.

18. We interact with brands
through experiences.

19. Everywhere we get in
touch with them.

20. © by Henning von Vogelsang, 2012

21. Everywhere
in our lives.

22. © by Henning von Vogelsang, 2012

23. A brand needs to live up to
our expectations, or we
don’t accept it as a friend.

24. We rely on the
brand promise.

25. Why is this
important for
companies?

26. Companies
need to learn
from people.

27. Companies need to
understand what people
expect from their brands.

28. Companies need to
learn that marketing
alone is not a fix for
the brand experience.

29. There is a danger for
companies to ignore what
people contribute.

30. Disconnection.

31. A brand that does not
include the people who
want to interact with it, will
disconnect from the people
buying its products.

32. Interaction shapes the
brand experience.

33. It is a moving stream of
interaction and feedback.

34. Brands are not ponds
or lakes.

35. Brands are in
steady motion.

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37. Independently of its
source, a brand is
influenced by the people
who experience it.

38. Once you release a
brand, it is exposed to
interaction.

39. It is a fast growing,
cultural eco system.

41. People will always tell
stories of their lives.

42. Forming the
brand stream.

43. Companies have no
choice but to listen up.

44. Or they might drown in
the brand stream.

45. Swim.

46. The whole human
experience chain is
equally important.

47. A solid product and
good marketing are
not cutting it.

48. A brand needs to
nurture the eco system
and grow with it.

49. Brands need holistic,
sustainable strategies.

50. Brands need
to be honest.

51. And tell a
great story.

52. Rock.

53. The rules for brands
are quite simple.

54. 1
Great products drive
the experience.

55. Make your product
the best of its kind.

56. 2
Say what you live and
live what you say.

57. Be honest with your
products and brands.

58. 3
Tell an authentic,
passionate story.

59. Find out what makes
people identify with it.

60. 4
Go with the flow of
the brand stream.

61. Don’t swim against
the current.

62. 5
Listen, interact, get
involved, reflect.

63. Provide grow space
for serendipity.

64. 6
Let people help
shaping your brand.

65. Give space for ideas
you don’t control.

66. © by Henning von Vogelsang, 2012

67. Connect the
experiences.

68. History Sources Contact
In 2007 I mentioned the term In 2008 I expanded on the idea To hire me as a speaker, or to
Brand Streams for the first time of Brand Streams, researching work with you on concepts,
on Twitter. I had been thinking more and finding more evidence. brand strategies and product
about the relation of interaction I also looked into findings and development, get in touch with
between people and brands. learnings of others in this field, me on my website.
Traditional models to explain namely James H. Gilmore and B.
consumer behavior did not seem Joseph Pine's book and TED
to fit anymore. I felt that a Talk about Authenticity. 2009 I
profound shift was going on and wrote a white paper about the
the marketing and ad business topic, based on case studies like
were largely ignoring it. the first election campaign of
President Obama.
© by Henning von Vogelsang, 2007–2012, some photos courtesy of Flickr (CC free distribution)