Grassroots change in Nepal (Published on Nepalnews.com)

It was a proud moment to see Anuradha Koirala being chosen as the 2010 CNN Hero of the Year. Her work has already impacted the lives of many girls and women through her organization, Maiti Nepal and now the world has had a chance to hear her story. The CNN Hero award was a remarkable accomplishment and it showed that an individual with compassion, determination and drive can create a magnitude of change.

Change is a hard process. It is difficult to change habits much less a tradition or a culture. Yet, change is necessary because in order to survive, we have to evolve. The only thing constant that we all know is change. Survival should not be our only goal; living for a purpose should instead drive us forward. As the world becomes increasingly interconnected, ideas and talent have become prime commodities. In order for a country to stay competitive in the global marketplace there needs to be a constant exchange of ideas, increased opportunities and growth of talent.

Simon Anholt, a British branding expert said that in this modern era nothing is more important than reputation. Simon conducted a survey asking people around the world on how they perceived 50 countries and found that a country’s admiration falls under three factors: technology, education and environment. People nowadays find it hard to respect a country when they lag behind in technology, education or environment.

For Nepal to build a stronger reputation, we have to embrace more foreign direct investment and less foreign aid. In March 2011, the Chinese government provided military aid worth Rs 1.42 billion to the Nepal Army. Recently, as per the request of the Nepalese government, Japan approved Rs 6 million for sericulture development. This project is believed to develop and strengthen cooperatives and private entrepreneurs to establish income generating Seri enterprises/cottage industries in rural areas. We should welcome assistances such as Japan’s because it creates opportunities for local people and stimulates the local economy.

External actors playing the role of change agents in Nepal might not be the best way to go; the initiative to change has to come internally. Thus, I am wary of foreign aid for multiple reasons. First, it has a negative impact on a country’s image. The recipient of foreign aid is generally looked upon as an underdeveloped country. Second, the aid rarely comes without any strings attached. The donor country usually has political or economic interest in giving the aid. Third, when a country is the recipient of aid, the money can be misused or improperly allocated as it was detailed in an article titled “Low road through the Himalayas” in The Economist. It has been known that giving precipitates more consumption than saving and investing. When the money is earned, it is used more properly and is less likely to be misused. Fourth, aid continues the cycle of dependency for the recipient country. Aid ultimately reflects how a country is looked upon.

Considering my points above, I believe grassroots change is one of the most powerful and effective form of change in Nepal. We should provide more support for people who have taken an initiative to create positive change in our society like Anuradha Koirala, Mahabir Pun and Sanduk Ruit. I could only hope that their work inspires the next generation of entrepreneurs, leaders and visionaries.  They have definitely inspired me and there are plenty of talented individuals in Nepal and living around the world who want to make a difference and are making one every day.

One such organization that is empowering citizens of Nepal worldwide is the Grassroot Movement in Nepal (GMIN). The New York based volunteer organization supports and initiates Grassroots movement focused on bringing sustainable social and environmental change in Nepal. Currently GMIN is renovating and rebuilding government schools in remote parts of Nepal and envisions helping to improve all government schools nationwide.

I find GMIN’s work important and effective because they are investing in students and building intellectual capital which our country needs dearly. By educating students, we are empowering them to create a better future for themselves and their families and thus shaping communities. Thus at a grassroots level we are planting the seed to our country’s biggest asset: human capital. The students’ knowledge and expertise will help build stronger communities and enable the country to compete in the global marketplace. Since its inception in 2009, GMIN has renovated five government schools in Dang and rented a house for an additional school. One can see the transparency of their work in their website (www.gmin.us) or by visiting their work sites in Dang. GMIN UK was launched on May 29, 2011 with a fundraiser and awareness campaign.

Other organizations such as Help NEPAL Network (HeNN) and Nepal Youth Foundation (NYF) also bring together Nepalese people living in and around the world and raise money for philanthropic activities in Nepal. I recently connected with Raj Maharjan in New Zealand through my earlier Nepalnews article “Brand Nepal.” Raj is taking part in the Auckland Marathon on October 30th to raise funds for health and education projects of Help NEPAL Network.

A grassroots phenomenon has powerful implications for the society and the country. When a few people are engaged in a cause and are empowered, the impact is much greater and can accomplish more. Positive change is taking place as we see in the remarkable individuals who have become CNN Hero and recipients of the Ramon Magsaysay Award and Overall Social Innovations Award. Their accomplishments have given Nepalese people around the world motivation to contribute in their own way to Nepal.

Ultimately, we are shaping the future of our country. It is in our national interest to support individuals and groups who are bringing positive changes and there are thousands of people who are doing whatever they can to help Nepal. While we’re working to create a stronger and sustainable Nepal and relying less on foreign aid, we will be improving our international image and building a stronger reputation.

(This article was published on June 28, 2011)

Simon Anholt – Nation Brand Specialist

Simon Anholt, a British branding expert said that in this modern era nothing is more important than reputation. Simon conducted a survey asking people around the world on how they perceived 50 countries and found that a country’s admiration falls under three factors: technology, education and environment. People nowadays find it hard to respect a country when they lag behind in technology, education or environment.

[youtube=http://www.youtube.com/watch?v=2vMmbv8cul0]

Feature Story: Startups with Idea & Vision

My passion lies with startups. I love to be part of something from the beginning and help it grow. I’ve noticed that very successful startups mainly have two important attributes: a unique idea and a vision.

Going forward, I will highlight a startup that is changing the business landscape with its unique business model.

There is such a thing as free lunch

The word “free” strikes a magic cord to people. When something is offered for free, people tend to pay more attention to it or gravitate towards it. In business, the “free” business model brings in traffic and customers. In the online space, businesses have to combine unique content, provide some sort of an experience and even offer something for free to stand out in the crowded marketplace known as the World Wide Web. There is such a thing as free lunch in the online space.

The online world is a competitive arena and free continues to serve as a thriving business model. It’s gold to have customers coming to a website and becoming engaged with the brand. In the last couple of years, businesses have changed drastically and competition for customer attention in the online space has significantly increased. Companies are offering countless opportunities for visitors to interact with them. They are rolling out the red carpet via free trial accounts, invitations to webinars and subscriptions to newsletters for their site visitors.

In a crowded marketplace, a brand needs to stand out. The surest way for brands to do that is to create buzz for its product or service, gain attention and compel consumers to interact with the brand. Companies are going above and beyond in hopes of getting customer’s attention, time and eventually money.

It was monumental to see social media outlets like Facebook, Twitter and LinkedIn grow exponentially in the online world. By giving people simple ways to open accounts and tap into their social network, these social media outlets provide great value by bringing people together. Facebook had 600 million active users as of January 2011 and the exponential growth was mainly due to its free, easy to create accounts. Now with their sheer size in user base, they have started to monetize it by allowing businesses to place Facebook ads.

Offering free content or service brings people to the website thus leading to an increase in traffic and user base. What better way to get people through the door than with an old trick of offering something for free.

Digital Fire

Dave Carroll. Keenan Cahill. Ted Williams. These are some of the names that have blown up on YouTube and became instant media sensations.  They had suddenly found a platform for their creativity or talent and leveraged it: Dave Carroll on his guitar fiasco with United Airlines, Keenan Cahill with his lip synching videos and Ted Williams with his ‘golden radio voice’. These stars have captured an audience big enough online to get noticed in the mainstream media.  I termed this phenomenon: catching the digital fire.

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I met Dave Carroll at the BRITE Conference. He spoke about his experience with United Airlines and how his customer compliant video posted on YouTube went viral. It shows that in this digital age a customer service complaint when not properly addressed can have a major impact on a company. It taught companies that a customer complaint cannot be ignored and reminded them to serve their customers best. Dave Carroll’s popularity took off on YouTube as he released three versions of the song, United Breaks Guitars. These days, he continues to play guitar with his band, Sons of Maxwell. So far, his most popular video on YouTube is United Breaks Guitars with over 10 million views.

Keenan Cahill is a proven star. He has the online charisma with a great personality and a powerful story. He became famous after posting a video of him lip-syncing to Kate Perry’s “Teenage Dream” song on YouTube. Soon after, he appeared on the Chelsea Lately show, shot a commercial with Jennifer Aniston and posted more lip-synching videos with players from the San Francisco Giants, 50 Cent and Nick Cannon among others.  He has MPS VI, a rare inherited lysosomal storage disorder which makes his story very powerful and inspiring. His YouTube channel is #22 most subscribed (all time) for musicians and #49 most viewed (all time) for musicians.

Ted Williams caused a media storm when he was discovered on an Ohio roadside with his “golden radio voice.” His short video quickly caught fire online and landed him interviews at major media outlets such as ABC, CBS and CNN. He also landed a job with the Cleveland Cavaliers and a house. It was even reported that Oprah wanted Ted to become part of her Oprah Winfrey Network. His discovery video on YouTube has received over 12 million views.

It’s fascinating to see what goes viral aka catches digital fire. For something to catch digital fire, it does have certain similar elements to it. First it has a good story to it. Dave Carroll’s guitar was mishandled by United Airlines so instead of writing a letter to the company, he wrote a song about it. Second it is unique in some sort of way. Keenan Cahill took lip-synching and made it catchy, collaborative and interactive. Third, people have some emotional attachment to the video.  I’m sure people have felt some emotional attachment to hear stories like Ted Williams. Finally, these online stars are creative or have some sort of talent.

For these YouTube stars becoming famous is one thing but maintaining that limelight is another matter.  Although it seems that the YouTube videos made them stars overnight, it’s harder to maintain that popularity online. As David Rogers, professor at Columbia Business School puts it: to thrive online they have to offer a personal voice, show some out-sized personality, pull back the curtain a little and show the face of your customer.

Whether you are a company or a personal brand, it’s important to build a community around it. A community makes the brand more interesting and relevant.  To stay relevant beyond the viral videos, YouTube stars have to ace the fundamentals of branding: creating a community with unique content and engaging their members.

Brand Nepal (Published on Nepalnews.com)

On January 1, 2011, Prabal Gurung, a New York based fashion designer went online and send out a couple of tweets encouraging his thousands of Twitter followers to consider visiting Nepal in 2011. On the eve of Nepal Tourism Year 2011, Prabal used his celebrity status and promoted Nepal to his online followers. In my opinion, Prabal could be the best brand ambassador for promoting Nepal in the Western world. He is widely recognized in the Western fashion industry having dressed the likes of Michelle Obama, Demi Moore and Oprah Winfrey. Prabal’s short messages on Twitter have definitely given visibility to Nepal’s tourism campaign.

When a country is promoting tourism, it is the best time to see country branding taking place. When I visited the official website of Visit Nepal 2011, I noticed the tagline that the tourism board was using to advance the tourism campaign. It was “Naturally Nepal Once Is Not Enough.”The goal for Nepal Tourism Year is to bring in at least a million visitors this year. According to the Government of Nepal Ministry of Tourism and Civil Aviation’s Nepal Tourism Statistics 2010 (Provisional Report), there were 509,956 tourists in 2009 and 602,855 in 2010. This is an 18.2% increase in tourism and October ranked the highest in tourist arrivals with 72,522 and 79,186 in 2009 and 2010 respectively.

Place branding has been around for a long time and Simon Anholt, a British branding expert states that “in today’s globalized, networked world, every place has to compete with every other place for its share of the world’s consumers, tourists, businesses, investment, capital, respect and attention.”  Simon, who coined the phrase “nation brand” in 1998 explains that the way places are perceived by people around the world has a direct impact on their ability to export products, services, ideas, culture and people, and their ability to attract investment, tourists and talent.

The way Nepal is perceived around the world will correlate to how many people decide to visit the country in this tourism year. Simon acknowledges that places are judged by what they do and what they make, not by what they say about themselves. Thus, the country’s brand is what others are saying about the country. The official website for Visit Nepal 2011 consists of quotes from renowned international news sources on Nepal. The National Geographic Adventure Magazine called Nepal “one of the best countries for adventure destination in the world” and BBC Holiday called it “one of the 50 Places to see before you die.” The National Geographic Adventure Magazine and BBC Holiday have placed the limelight on Nepal’s natural beauty of mountains, rivers and lakes and its traditional culture with numerous festivals and languages.

A report titled Branding Your City was published on March 2006 by CEOs for Cities, a civic lab of urban leaders working to advance the next generation of great American cities. The report mentioned that although the most common reason for a place to have a brand strategy is to stimulate economic growth; a strong brand can shift the perception of a place that may be suffering from a poor image among external and internal constituents. A brand strategy can also provide a consistent representation of a place or enhance its local, regional and/or global awareness and position among others.

Promoting tourism is a national undertaking, therefore including multiple perspectives and ideas as well as weighing the issues is crucial to make buy-in and execution easier. The inclusion of a variety of stakeholders is necessary to assure the success of the project. Empirical evidence shows that it is prudent to include cultural and heritage institutions, local media, and business leaders besides the Tourism Board in the planning stages of a tourism campaign.

Nepal has outlined 5 major objectives for this tourism year. They are: (1) Establish Nepal as a choice of premier holiday destination with a definite brand image, (2) Improve and extend tourism related infrastructures in existing and new tourism sites (3) Enhance the capacity of service providers (4) Build community capacity in the new areas to cater the need of the tourists (5) Promote domestic tourism for sustainability of industry.

In order to meet the aforementioned objectives, for a successful tourism year, Nepal’s government and the Tourism Board should continue to stress the security and safety of the visitors to the country. On January 12, 2011, the U.S. Department of State updated its travel warning advisory to Nepal on its website. Other foreign governments have also highlighted the security risk to their citizens when traveling to Nepal. The tourism campaign would not bear fruit if the country is perceived unsafe to travel. Therefore, utmost care has to be taken to reassure the prospective tourists that it is safe to go around the country.

I am thrilled to see how many people will visit Nepal this year. It is crucial to create brand awareness and let people know that it is Visit Nepal Year 2011. The best place to create awareness in this age is in one’s social network. I have seen a number of my friends talking and encouraging people to visit Nepal and posting videos of Nepal on Facebook.

It is great to have brand ambassadors and Prabal Gurung has leveraged his popularity and encouraged people in his social network to visit Nepal. In this digital age, everyone has a voice and one can take to Twitter, Facebook, YouTube or other social media outlets and promote Nepal in one’s own way. When an enthusiastic person creates personalized content promoting Nepal, he or she becomes another brand ambassador to Nepal Tourism Year 2011.

This article was featured on the Guest Column of Nepalnews.com.

Brand Nepal Resources

For my earlier post, Brand Nepal, I used multiple resources to write the article and wanted to share them with you.

Nepal Tourism Board – http://welcomenepal.com/promotional/

Government of Nepal Ministry of Tourism and Civil Aviation’s Nepal Tourism Statistics 2010 (Provisional Report)

http://www.tourism.gov.np/uploaded/pdf/Nepal-Tourism-Statistics-2010-provisional-report.pdf

CEOs for Cities: Branding Your City

http://www.ceosforcities.org/files/CEOsforCitiesBrandingYourCity2006.pdf

Simon Anholt: Articles and Papers

http://www.simonanholt.com/Publications/publications-other-articles.aspx

Nepal Tourism Year 2011

http://en.wikipedia.org/wiki/Nepal_Tourism_Year_2011

U.S. Department of State

http://travel.state.gov/travel/cis_pa_tw/tw/tw_927.html

Brand Nepal

Prabal Gurung sent out a couple of tweets on New Year’s Day of this year. Some read:

2011 is Nepal Tourism Year. Lookin 4a vacation spot, an adventure or 2 find urself? Will u pls consder visiting Nepal? U cud make a diff.PLS RT.

Nepal Facts: Nepal has 8 of the world’s 10 highest mountain peaks including Mt. Everest 8,848m (29,000 ft). http://en.wikipedia.org/wiki/Nepal

Prabal Gurung is a New York based fashion designer who was born in Singapore and raised in Kathmandu, Nepal. He also has 23,396 Twitter followers. Nepal, a country of about 30 million people in Southeast Asia is currently promoting Visit Nepal 2011. Tourism is a major source of revenue for the landlocked country which is most popularly known for Mount Everest. In 2009, out of 509,956 tourists, 32,403 were from the United States.

In my opinion, Prabal could be the best brand ambassador for promoting Nepal in the Western world. He is widely recognized in the Western fashion industry having dressed the likes of Michelle Obama, Demi Moore and Oprah. Prabal’s tweets have definitely given visibility to Nepal’s tourism campaign if not already encouraged his followers to book tickets to Nepal.

Since Nepal is promoting tourism this year, I wanted to understand Nepal as a brand and find out how the country was positioned in regards to its Visit Nepal 2011 campaign. Upon visiting the official site of Visit Nepal 2011, I noticed the tagline that the tourism board was using to advance the campaign. It was

Naturally Nepal

In its website, there were also quotes from renowned news sources:

“One of the best countries for adventure destination in the world” – National Geographic Adventure Magazine

“One of the 50 Places to see before you die” – BBC Holiday

[youtube=http://www.youtube.com/watch?v=vljhfuPGX5U&feature=related]

The official website gives visitors a glimpse of what Nepal has to offer: from trekking, mountaineering to rafting, festivals just to name a few. Nepal has unique offerings such as its majestic natural beauty of mountains, rivers and lakes and a very traditional culture with numerous festivals and languages. Place branding has been around for a long time and Simon Anholt, a British branding expert states “in today’s globalized, networked world, every place has to compete with every other place for its share of the world’s consumers, tourists, businesses, investment, capital, respect and attention.” As the CEOs for Cities website explains although the most common reason for a place to have a brand strategy is to stimulate economic growth; a strong brand can create a common vision for the future of the community and its potential, provide a consistent representation of a place or enhance its local, regional and/or global awareness and position etc.

Nepal has outlined 5 major objectives for the tourism year. They are: (1) Establish Nepal as a choice of premier holiday destination with a definite brand image, (2) Improve and extend tourism related infrastructures in existing and new tourism sites (3) Enhance the capacity of service providers (4) Build community capacity in the new areas to cater the need of the tourists (5) Promote domestic tourism for sustainability of industry.

I find nation branding to be very intriguing. As a native of Nepal, I am thrilled to see how many people visit Nepal this year. When a country is promoting tourism, it’s the best time to see country branding taking place. It’s great to have brand ambassadors and Prabal’s celebrity outside of Nepal will truly make people interested to visit Nepal in the near future. In this digital age, I strongly believe that a short tweet can go a long way.

Culture eats strategy for lunch

A speaker at the 2010 BRITE Conference at the Columbia Business School said something profound: culture eats strategy for lunch.

The same theme echoed at this year’s BRITE Conference. Speakers from ad agencies, globally known brands and academics talked about the importance of culture in their talks. Several speakers cited Zappos’s culture when giving an example of a great corporate culture. Attendees of the conference asked several speakers about how they were able to convince upper management to implement new programs. Their questions delved into how to get the buy in of senior executives on new ideasand not have themget lost in the organization’s pipeline. This is a major obstacle at organizations especially at most multinationals where bureaucracy is omnipresent and nothing could be more detrimental to organizations when itsculture kills the creativity and productivity of its internal customers.

Tony HsiehWhen the conference speakers exalted Zappos for its excellent corporate culture, it made me think back to the time when Zappos’s CEO Tony Hsieh came to speak at the American Marketing Association’s event at Fordham Universityin October 2010. Tony was traveling around the country promoting his book, Delivering Happiness: A Path to Profits, Passion and Purpose on the Happiness Bus and he made a quick stop in New York.

That October morning Tony talked about the Zappos Culture in terms of 10 core values which ranges from (1) Deliver WOW Through Service, (2) Embrace and Drive Change to (9) Be Passionate and Determined and (10) Be Humble. The culture is what defines the Zappos brand. What’s interesting to note is that they base their hiring decisions on how fit the person would be to the Zappos culture and pay employees $2,000 after the training program to quit. These are some of the guidelines that they follow to protect the brand and culture for the long term.  I do not know of any other company that has built itself around its culture and protects it so dearly. I became a fan of Zappos that day even though I had never ordered anything from their website (until I ordered their 2010 Culture Book).

In the book, Tony talks about a blog he wrote a few years ago titled Your Culture Is Your Brand. He states that “the best way to build a brand is through culture and that your company’s culture and your company’s brand are two sides of the same coin.” At first thought it seems that Zappos is following the conventional wisdom that you should take care of your customers so they come back for your business. Yet, as Tony mentions in his October talkand the book, this has become more of a saying than a guiding principle at many companies.  Zappos’s core value #2 is Embrace and Drive Change which is set to motivate and encourage employees to be creative, open-minded and communicate their experiences to upper management. When you have such a guiding principle as part of your culture, it will be rare to see ideas go down the drain. It is probably not an understatement to say that employees who interact with customers each and every day can significantly help drive the change needed for the organization to be successful tomorrow.

When you have built a strong culture where the core values are clearly communicated, both employees and management are aligned to achieve the objectives of the company.  As Tony mentions in his book, it doesn’t actually matter whatyour company’s core values are, what matters is that you have them and that you commit to them. Zappos proudly has a Culture Book which initially started out for only employees to talk about what Zappos culture meant to them. But, the book has evolved and now involves customers, vendors and partners.

Impressed by how they have cultivated and how proud they are of their culture, I went online and ordered the 2010 Culture Book from Zappos’s website. Zappos is not the first company focused on building a strong culture but they have made culture the core component of who they are and along the way became known for having a great company culture.

Open For Business

Next to the work space room was a lounge area with a ping pong table, a TV and the box.  The box is Boxee’s flagship product and I had arrived at Boxee’s New York office to have a conversation with Andrew Kippen, Boxee’s VP of Marketing. I was interested in Boxee and the platform they were building and very curious about the box.

Boxee, a New York tech startup is gradually changing the dynamics of how we experience TV. It promises to change the way you consume TV by customizing the viewing experience. One can download the free Boxee software from their website and then experience pictures, videos and movies digitally. The Boxee device helps people find their favorite shows and movies and puts them on your TV. What is especially interesting is that they are an open source company and make most of their applications available to users and developers.  After firing a few questions about the company and the industry, I asked Andrew if open source has become the new business model. Andrew stated that open source has not necessarily become a model but being open is a key component to be successful in today’s marketplace.

Open source has become more prevalent in recent years and will be even further relevant moving forward. I remember attending the 2010 BRITE Conference at the Columbia Business School and listening to Bre Pettis passionately talk about his open source company, MakerBot Industries which produces 3D printers. I knew I had to get involved with MakerBot then and worked at MakerBot over the summer on creating ad campaigns and learned a lot on how they have built the brand. MakerBot has an online design community called Thingiverse where people all over the world share designs.

Being an “open” company gives the power to the users and customers. When users are empowered they become further engaged with the product and the brand and this is every brand’s desire. Today’s brand is about the customer experience. Once customers are engaged and have control, they will interact with the brand in their own terms which makes them more loyal to the brand and loyalty will be seen in more than just financial returns. Customers will share their experiences with the brand on media outlets such as blogs, YouTube, Reddit, Twitter and Facebook so each brand has to make customer service an integral part of their marketing.

In his book, What Would Google Do?, Jeff Jarvis talks about openness and collaboration. He states that “if you don’t open up, you cannot collaborate and collaboration with customers is the highest and most rewarding form of interactivity”. I concur with his statement “if you’re lucky, they’ll take ownership in the product you create together, they won’t just buy it, they’ll also brag about it.” Having your customers brag about the product means the brand has not only met but fully exceeded the customer’s expectations.

So in the digital age, open has become a business model. If a business is not open, they have to rethink their strategies because customers are demanding more and seeking further control. Customers are recreating the brand landscape and the experience is being driven from them to the companies rather than the other way around. Customers have become the directors in this picture and companies have become the actors. If you’re a brand, go ahead and open it up so that customers can take it and experience it in their own ways; you’ll be amazed at what they do with it plus you’ll look great that way in this digital age.

brand 2.0

I have to say this first. I did not have ‘Bieber fever’ before but I think I caught it now. I have not been able to escape this media blitz of Justin Bieber and his new movie Never Say Never will certainly delay my cure. Thus I have given up and admitted, whether I am a fan of his music or not, I do credit him for what he has built for himself- a brand name with 7,181,163 Twitter followers ranking him #2 based on followers in 2010 and 552,500 subscribers on YouTube and counting.

How does a 16 year old boy from Stratford, Canada discovered on YouTube become a global superstar? His stardom is a reflection of a world that we live in: a world connected by the internet where everyone can become a star online and use that platform to build something larger offline. He has leveraged his popularity from the web to fill venues around the country including most recently performing at the 2011 Grammys. Being an academic trying to understand the power of user generated content, I believe studying a YouTube sensation such as Justin Bieber seems like a great case study.

The first time I heard about Justin Bieber was through a friend who had her Gmail status message set as ‘Bieber fever’. Back then I actually thought to myself, what kind of a fever is this and should I tell her to get well soon or visit the doctor. I kept that thought to myself then. Over the summer of 2010, I was watching TechCrunch Disrupt over the internet. One of the panels featured Bieber’s manager Scooter Braun, and I was very intrigued to understand how he helped catapult Bieber’s popularity beyond online space. It was interesting to hear Scooter emphasizing Justin’s story as a boy next door who became famous and how he likes to connect with his fans on Twitter. In Wikipedia, it states that Braun wanted to build “Justin up more in YouTube first…we’ll give it to the kids, let them do the work, so that they feel like it’s theirs”. Scooter discovered Justin in 2008 and arranged Justin’s meeting with Usher eventually landing him a recording contract with Island Records.

What’s interesting is what has happened since 2008. The Bieber mania has taken over day time and late night talk shows, TV shows, a Superbowl commercial, a book, a film and now an eight country world tour. His successes have given more power to his fans who still feel very connected to him. The power in this digital age belongs to the consumer and the growth of user-generated content shows that consumers are engaged and share their good and bad experiences with their network. Individuals have the power to decide how they want to associate themselves with the brand. YouTube has given everyone a voice and a channel to showcase their talent, creativity and much more. Branding in this digital age is much different than what it was a few years ago and social media outlets such as YouTube, Twitter and Facebook has definitely changed the meaning of branding today.

David Rogers, author of the book The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age and teacher at Columbia Business School states that personality is key to building a brand online. He suggests four principles to consider when producing content on the web to build a brand: personal voice, out-sized personality, exclusivity and customer recognition. Justin has managed to successfully hone each of these four points and understands that he represents his fans. It is noteworthy to say that he initially became a sensation through people only connected over the internet and not on platforms like American Idol or America’s Got Talent.

There’s much to learn here and probably a bit early to say how far someone’s online popularity will take them but it’s fascinating to take a second and observe a new form of branding taking place. How far will ‘Bieber fever’ go and how will Justin stay connected to the online fans that made him famous are yet to be seen but till then we’ll either have to catch Bieber fever or just try very hard to ignore it.