JAMIE TEDFORD, BRAND NETWORKS

We hear from ex-Arnold SVP Jamie Tedford about his new start-up, Brand Networks. Brand Networks has developed a two-part marketing solution to "help marketers cultivate, manage and motivate networks of brand evangelists." Part one is BrandNets--a "customizable software platform that connects consumers with the brands they love. Through viral tools, widgets, games and other applications, a brand can build a vibrant community which promotes brand engagement, inspires two-way dialogue, and fuels evangelism and positive word-of-mouth. The platform can also be used to deploy on-demand research and focus groups." Part two is Tokns--a cross-platform video player that is powered by "tokns", meaning that in order to play the content a viewer has to cash in tokns which are earned by engaging with the sponsoring brand in a social media network or community. Send the player to a friend is worth X tokns, embed the player in your myspace page is worth 2X tokns, etc. The widget-like player is loaded (and regularly refreshed) with exclusive insider content from the sponsoring brand, and functions as a launching pad for word-of-mouth campaigns and interactive online experiences. The idea is to take video advertising (or branded content) out of the interruptive model and instead make compelling content a reward for loyal "brand lovers" who spread the word through social media. From the press release: "Tokns is the first universal, reward-based, social media currency. Tokns powers, tracks and rewards engagement with brands across all social networking environments. Deeper engagement with brands unlocks exclusive access to digital content, unique experiences, and brand sponsored rewards." Brand Networks is launching specialized "BrandNets" for national clients and is conducting a private Beta of its tokns platform. They also provide "strategy, creative and implementation services designed to improve the effectiveness of viral marketing, social media, promotions and word of mouth among a company's existing brand advocates." (All quotes pulled from the Brand Networks press release)