TED conference

TEDx branding: A legal point of view

My friend and former colleague Chris Grams recently wrote a great article on the topic of extending the TED brand by allowing anyone to organize their own TED conference under “TEDx” branding. Chris posits that trademark law may be standing in the way of successful branding in today's business environment, where brands and brand affinity are built through community engagement rather than through top-down, owner-driven brand strategy.

I couldn't agree more. » Read more

2 Comments

Evaluating TEDx as a brand strategy

A big part of my day job is to help organizations with their brand positioning and strategy (I also write about brand strategy quite a bit over here).

So when I read the article in the New York Times this past Sunday about TEDx, the relatively new (and incredibly popular) offshoot of the legendary TED conference, I thought it might be a good opportunity to take a closer look. The issue? » Read more

15 Comments