Exclusive Content

The team over at (Red)Wire has the right idea. Under the guidance of Bono, (Red)Wire have created a digital music magazine that helps to fund the Global Fund to Fight AIDS, Tuberculosis and Malaria. For $5 a month, people will receive the digital magazine, exclusive music from big name musicians, video updates the workers in Africa, and the satisfaction that they are doing their part in a global problem. (Red)Wire will kick off December 1 (World AIDS Day) with an exclusive holiday track from The Killers and Elton John called "Joesph, Better You Than Me."

One thing that (Red)Wire really understands is the exclusive content. Each week a major artist like R.E.M., Bob Dylan, U2, or Death Cab For Cutie will offer up an exclusive, DRM-free song for the members. Music fans pay for exclusive content and get excited for exclusive content. Exclusive content is a hugely important part of what separates (Red)Wire from everyone else trying to do the same thing for their cause - not only are they giving people what they want, but they are giving people what they don't already have.

What exclusive content are you providing? Is your blog or marketing campaign just a rehash of what is already out there or are you providing something fresh, new, and exciting? Do you stand out in the crowd or do you blend in with the noise?

Do You Have A Goal For Your Personal Brand?

I have been thinking a lot lately about online identity and personal brand. Many people work very hard to create their online brand identity starting at the bottom and building upwards with hard work, persistence, and transparency. Some reach a place of not only familiarity, but of credibility on a certain subject. When I think about what it is I would build my reputation on, I often come back to one interesting question: What is the ultimate goal?


U2 is the arguably still the biggest rock band in the world. Their front man, Bono, has been given charming charisma and a winning personality and he could be easily satisfied with just making music and touching people through songs (which is not necessarily bad). His personal brand has reached a height that gives him a platform and the attention of the world's listening ears. I believe that Bono, not settling into his position for what it is, uses his personal brand for a higher purpose. Instead of sitting back and basking in rock-star glory, he acts differently. Bono often comments about the absurdity that a rock-star can get an audience with the world's political leaders and multi-million dollar corporation CEOs , but he also realizes the importance of taking his opportunity no matter how it comes. He reaches out using his personal brand and position and now has literally affected millions of people all over the world as a champion of poverty, AIDS awareness, and international advocacy.

The quest for online notoriety often times seems selfish to me. If I were to build my name up to a point of credibility, would it just be for me or could I do it for something more than myself? The position of fame for fame's sake is an easy place to stop, but we must all ask ourselves why we work so hard and what the goal of all our efforts could be. At the end of the day, what will we make of our personal brand?