Last week we talked about the Branding Forward Project, now we bring you a little bit deeper into the story with Mechanica’s CEO Ted Nelson.

As we already said, the project started as a collaboration between Fast Company and Mechanica. “Research was completed about 3 months ago, it was done with 680 Fast Company readers. In the U.S. Fast Company is considered a thought leadership business publication, and so these were forward progressive thinking business people”.

“The idea behind this was to create a platform for ongoing conversations and benchmarking and assessment that really tracks the evolution of the branding industry” said CEO of Mechanica Ted Nelson.

The project is taking it’s interactive course as we speak, and more and more people from the industry are joining in on the conversations. The survey data of the research is updated quarterly, the survey is open, you can go to the website and take it.

We were interested if the project will go live in a form of a conference or event?

“We talked about doing some kind of a conference, we haven’t made up our minds yet about that. No decisions have been made, at this point its mainly meant to be the website, but we might add something to that at some point.”

They are not planing a print version, there is a PDF on the website of the report which you can print out yourself. They are printing only handouts which are slightly different, because they are lined up to speak at several major conferences.

In the next article on the Branding Forward Project, we will further analyze the surveys itself, the results, and opinions of fellow experts. Stay tuned.