10 brand stories from Tim Leberecht’s TEDTalk

“Your brand is what other people say about you when you’re not in the room.” Jeff Bezos, the founder of Amazon.com, is credited with saying this first — and in a fast-paced talk from TEDGlobal 2012 University, marketer Tim Leberecht takes Bezos’ observation as a jumping-off point.

“Hyperconnectivity allows companies to be in that room now, 24/7,” says Leberecht. “They can listen and even join the conversation.”

In his talk, Leberecht lays out three rules that brands can use to change how consumers feel about them and, in turn, what consumers say about them. He then talks through 10 examples of companies who have embraced these ideals by doing something unexpected.

1. Patagonia asks consumers not to buy their products. 
2. Interflora sends bouquets to customers having a bad day. 
3. Semco lets employees set own hours … and salary. 
4. Radiohead lets fans set the price for their album. 
5. Anthon Berg sells chocolates for good deeds. 
6. Netflix offers employees unlimited vacation. 
7. Microsoft supports hacking. 
8. KLM makes happiness strike again. 
9. Frog encourages employee speed-meeting. 
10. American Express turns travel into a game.