How to Co-Create Brands with Tom Webster

“Your brand is not something you create. It’s a story that is told by you and your customers. It’s a co-creation.” As part of his role at Edison Research, Tom Webster spends a lot of his time carefully examining the relationship between brands, their customers, and the media landscape. We discussed all of this during his recent visit to the On Brand podcast. About Tom Webster Tom Webster is Vice President, Strategy and Marketing of Edison Research with nearly 20 years of experience in media research, marketing strategy, and product development. An expert in qualitative and quantitative research techniques, Webster has directed hundreds of studies in nearly every major U.S. market and worldwide. He has conducted research for some of America’s most popular media programs, including nationally syndicated shows such as All Things Considered, The Takeaway, and The Bob and Tom Show. Webster also has experience in consumer research and new product development, and has worked with leading companies in the pharmaceutical, high tech, and financial services sectors to provide key competitive intelligence, customer requirements, and marketing strategies. His work has been widely published in both print and online media, and he is the author of several widely quoted studies, including “Twitter Usage In America” and “The Podcast Consumer Revealed.” He’s also co-author of the Edison/Triton Digital “Infinite Dial” research series and the new book The Mobile Commerce Revolution. As We Wrap Up … Recently, listener Seth Sparks said about our January Brand Zeitgeist show, “I was starting to script a vlog about Iowa in the media lately. Now I feel like I don’t need to. Awesome work!” Thanks Seth! Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. Last but not least … Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. And don’t forget that this podcast is brought to you by our Brand Driven Digital events series, learn more about Digital Strategy Boot Camp and the industry leading Social Brand Forum now. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices