Building trust and value with the public

The New York Times contrató a Jason Rubin (el señor de arriba) como Vicepresidente y Jefe de Marca (Head of Brand), un cargo nuevo creado para él mismo. La vida de Rubin está vinculada esencialmente a los videojuegos. Pero lea mejor a Jeff Jarvis que acaba de inspirarse en este peculiar fichaje del NYTimes para decir cosas como estas:

What the hell does “brand” mean? There’s hardly a more overused and — to journalists — uncomfortable word these days, as they are told to build their “personal brands” on what we dub social media. At the core, the brand is still the expression of trust and value that the public — the public we serve — has in us. That says to me that an editor should be its proprietor. 

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We are talking a lot these days about another word that grates some journalists: “product.” I say that making new products and services that are more relevant to the people we serve and enable us to build relationships of greater value with them is at the core of a new and necessary strategy for news. So bring on the product-development chiefs.

But what is product, really? It’s editorial. It’s making what we give to the public. It’s advocating for and serving the public. It’s building trust and value with the public.

Resalto es la preposición with porque me parece que es el dato más importante de toda la nota y confieso que fue Lisandro Varela quien me mandó el link.