_Ian Kelso is an interactive producer, strategist and the Principal at “Modern World Communications”:http://www.modworld.com/, a Toronto-based interactive production and development firm. He is also President and a founding board member of the New Media Business Alliance “(NMBA)”:http://www.nmba.ca a member-based not-for-profit industry association representing interactive digital media content production companies in Ontario._
*One Degree: What is the NMBA up to these days?*
We are in the midst of a very busy and exciting period at the moment. NMBA is developing a number of new programmes and services including a new conference, a monthly networking event, an online industry directory and the return of our popular iLunch case study series. In August we moved to a new office and hired a communications and membership coordinator so now there are three of us working more or less full-time.
Over the past year we have also co-founded a national umbrella association — the Canadian Interactive Alliance — with 7 other New Media organizations from across Canada. One of our first projects — which NMBA is managing — is a national economic profile of the industry due out this spring.
*One Degree: How has your mandate changed since your inception in 2001?*
Category: Five Questions
_Barry Martin (pictured at top) is Creative Director of “Hypenotic”:http://www.hypenotic.com where they help clients get noticed, liked, and passed on. As Barry says, “sometimes it’s through conventional or traditional means likes ads and web sites, and sometimes it’s things that don’t occur to you, but can be glaringly obvious to us. It can be softer toilet paper, nicer parking attendants, forms that are easier – even inviting to use, you name it. Like the tagline says – “Persuasion by Design”._
_Since 1998, Hypenotic has worked with a ridiculous gamut of industries, organizations, and individuals. They range from multinationals to bars, and from non-profits like Rethink Breast Cancer to financial firms like AIM and Spectrum. They’ve worked with established Canadian brands like Tilley Endurables, Efston Science and Camp Arowhon, and helped bring emerging ones like Wee Welcome, Midtown Honda, and Selenium Creative along.”_
*One Degree: How does brand manifest itself online?*
The same way it does in other customer touch-points – through experience and identification. In other words, how a person is treated and whether they can relate to you. To influence people through experience, try quick loading pages, ultra usability, and verbiage that doesn’t pander. Influencing people through identification happens via aesthetics and attitude. It’s about helping people sell themselves on you.
*One Degree: What’s the biggest mistake you see companies making when it comes to branding and the Internet?*
_One Degree contributor “Stefan Eyram”:http://www.onedegree.ca/contributors/stefan_eyram just announced that he has taken the new position of Canadian Business Development Manager for US E-mail Service Provider ExactTarget. I took this opportunity to ask Stefan five questions about his new gig._
*One Degree: Congrats on bringing ExactTarget to Canada! What can we expect from ExactTarget?*
I’m very excited to be associated with “ExactTarget”:http://www.exacttarget.com. ExactTarget delivers on-demand email software solutions for permission-based email marketing. More than 3,800 customers in organizations of all sizes, including many Canadian companies, have chosen the solution. Analyst groups, such as JupiterResearch and Forrester, rank us high for CAN-SPAM compliance, ease of use and business suitability.
*One Degree: Are there any “uniquely Canadian” issues that you’ll have to introduce to the ExactTarget team?*