In my last post, I discussed a potential shift in the economy, that proposed user generated content would continue to be bartered rather than monetized. I peeled back another layer of the content onion skin, when I attended “Ecosystem of News,” during which Steven Johnson of outside.in discussed the news ecosystem. (full session script here)

Newspapers are in the same boat as Web 2.0 companies, as they are attempting to figure out how to monetize or harness the value of their content. With a deluge of free content available on the Internet, a popular impression is that newspapers, radio, and traditional media will be squeezed out by new sources, blogs and user generated content. Johnson contended that traditional media is not dying, but rather that the ecosystem is growing more lavish, from the desert of only a newspaper to the rain forest of newspapers, TV, radio, and the vast Internet. User generated content is not going to replace professional journalists and traditional media, rather it is going to enhance the ecosystem. Here’s what it might look like :

The brand ecosystem has also been growing, from the desert of a mere logo to the bountiful forest of opportunities  in which companies connect to users, and users give back to companies. Despite new possibilities like blogs, Facebook, and Twitter, that come with little or no price tag, implementing them well is a dizzying task that could waste your other precious resource : time.

KA+A understands this delicate and interconnected brand ecosystem and not only how to keep your brand vital, but also how to stand out among the forest of trees. We focus first on outfitting our clients with well-rooted brands that spring from the heart of the organization. Distinguished by design, our clients’ brand experiences can then flourish root to tip as they are reflected in the identity, products and services, and strategic ethos of the brands. To learn more about how we nourish brands, check out Kristian’s post on Internal Branding.