Hallett Hard At Work

The Orlando Sentinel profiled blog consultant, Josh Hallett, on Monday.

“Corporations think it’s all kids talking about braces and dating, or the far right and left screaming at each other, because that’s where much of the media coverage is,” said Hallett, 33, whose consulting firm, Hyku, is based in Winter Haven.
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“The truth is, there are a lot of doctors, lawyers and scientists talking about trends, along with various businesses,” he said.
Hallett serves as a consultant for 10 or 12 business clients and also gives numerous speeches to enlighten businesses about the power of blogging.
Among his clients is Orlando Sentinel Communications, along with other media companies, advertising and public relations firms.
With a decade of experience with Web development, Hallett mixes a familiarity with technology with advice on how firms can use blogging effectively.
“Companies have to learn to let go of their control of their message and branding,” he said.

I agree that brands belong to customers who ultimately define what a brand means, but I think it’s going to take some time for brand managers (and the organizations they work for) to excuse themselves from the table. In fact, I can hear them grumbling now. “What the hell did I go to business school for?”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.