DJALCHEMI

Hey David, be sure to let me know if there is any of that voodoo-speak at Content 2.0. I'm hoping that both the speakers and the audience are of a calibre that will bypass such blether. Still, we must remain vigilant ;-)

BTW, are you planning to blog the conference live? If so, let us know as we need to arrange reserved seating for folks looking for wifi places.

Also, FYI, I've just posted the delegate list current as of last Friday 20th May.

Best,
Deirdre

Hi Deirdre,

You're too vigilant! And on a Sunday afternoon, too. (I'm starting to feel nostalgic for the days when you could write about someone's work safe in the knowledge that the chances of them reading it were a thousand to one.)

I won't be wi-fi-ing. I said to Zoe that I'd be available for stand-in facilitating or reporting on any sessions that needed it.

Cheers, David

What is voodoo-speak about brands, and how can you spot it? Well, I've just come across this paragraph from John Hagel, as quoted on the Always On network:

The most powerful brands in the media business will be held by successful intermediaries that help to consistently improve return on attention for audiences. In the process, the nature of the brand promise will change in a profound way. It will be a massive opportunity for media companies that understand the shift in economic and competitive dynamics and that focus on the rebundling plays required to build these brands.

I read it once; I read it again. It's like reading Jacques Derrida or Guy Debord, with their hermetic use of self-reference and quasi-private terminology. To be fair, in the original, Hagel does provide a hyperlink that provides some more background to explain 'return on attention'. But 'rebundling plays'? I wonder who this language is addressed to. It doesn't communicate anything intelligible to me.