In the panel, "Brands: Lost in CyberSpace?" participants are whining about how hard it is to do branding online. I don't get it. What's so hard? None of the panelists appears very convincing on the
point. Typically industry types talk endlessly about ROI (return on investment) and how online media is so great at delivering these metrics. So why is it any different with online branding
tactics? Online video, promotions, sponsorships, etc. You can count click-throughs, time spent, streams delivered, streams engaged with, and so forth. Right? This panel didn't seem to answer why
online branding is a challenge. On the other hand, the mycadillac.com program looks like a terrific venture. GM Planworks is working with Caddy to invite celebrities and regular consumers to tell
their stories in video and text about their experiences with this classic brand. Planworks is trying to work with online publishers to figure out a decent distribution strategy for the content. So
far, in addition to a 30-second ad with Tiki Barber, the site features actor/director Andy Garcia, designer Dana Buchman, rock chick Joan Jeff, and pro-skater Justin Eldridge, all relating their
nostalgic experiences with the brand. But one of the challenges GM has is with the target audience--many Caddy enthusiasts are, to put it bluntly, older. They don't know how to shoot video, let
alone upload it. They aren't part of Generation YouTube. But don't shoot 'em. Caddy lovers are important brand loyalists and have plenty of disposable income.
