Forward '09: Brandologie Event Schedule
Attendees of Forward ’09: Brandologie will hear keynotes from industry leaders charting new territory in the world of branding—covering topics including international branding, consumer culture, and brand mapping. Two tracks, Innovation and Knowledge, will feature marketing experts in social media, mobile marketing, digital branding, and brand research. The day comes to a peak with the ultimate in human anthropological study: Cage Fight! (a no-holds barred brand vs. anti-brand debate).
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Reinventing Movie Marketing: How Wieden+Kennedy Used New Media to Sell Coraline
Coraline is the first feature film from Portland, Oregon, newcomer LAIKA Studios. Directed by Henry Selick (The Nightmare Before Christmas) and based on the book by pop-lit superstar Neil Gaiman (Hugos, Nebulas, Newbery), it is the first stop-motion animated feature filmed entirely in 3D.
Our challenge: How can we get a broader audience to be excited about a movie that looks like a typical children's film but is much more? How could we use the equities we had to market this film in a way that reflects its unique nature and gets people excited to see it?
Session Discovery Topics
- Turning influencers into fans
- Going beyond traditional methods to make connections with individual consumers
- Authenticity matters
- Branding a company by branding the product
- Questioning traditional research methods
The New CRM: Community Relationship Management
Mike Sommers
Amidst today’s “social media revolution,” there are dozens of new tools which enable brands and marketers to connect with and learn from their customers in ways that turn yesterday’s approaches on their heads. YouTube, Flickr, Twitter, Facebook, etc. were originally intended for personal communication, self expression and sharing, but savvy marketers are able to leverage these tools to engage new and existing customers in their commercial ventures.
As SVP of Products at KickApps, Mike Sommers and his team have built a social media platform that enables thousands of customers to engage in this new form of dialog via niche communities that exist within the context of their brands. Over the past three years many KickApps customers have achieved success by utilizing the KickApps Social Media Platform in combination with other Web 2.0 tools. This session will deconstruct some of these real-world success stories and offer some glimpses into the future of “Community Relationship Management.”
Session Discovery Topics:
- You don’t control your brand anymore. Wait, yes you do!
- Social Media is not just another marketing channel
- Now that you are listening, your customers are expecting answers, quickly
- There is no “silver bullet” social media strategy
- Be prepared to fail. And try. And fail.
New Expressive Models: What Grand Theft Auto Can Teach Us about Connecting with Consumers
Tim Stock
Research used to be a pretty straightforward exercise. You asked a lot of people a bunch of questions and you received answers that you could act on. Not true anymore. The new reality is more elastic. Think about it: When it comes to connecting with people we’re quickly moving from “push” to a more expressive model of interaction. The evolution of this reality stems from a fundamental shift in the forces that shape narrative within our culture. We have moved beyond a Brand A vs. Brand B. world. The future only gets more complicated. Understanding how we got here and how to leverage this new reality calls for more organic ways of integrating research and measuring value. Strategies can no longer live in silos.
Session discovery topics
- If the brand model is expressive, the research model also needs to be expressive.
- Technology is flattening the market and eliminating the distance from subculture to the traditional mass market.
- The power lies with people, but that doesn't mean brands can’t enrich the value of experiences.
- Developing an effective strategy requires an understanding of the new reality of layered and nuanced narrative.
Branding in the Personal Dimension: The Opportunities and Pitfalls of Mobile Marketing
With the release of iPhone 3G and with it, Apple's launch of the App Store, 2008 will be known as the year that mobile computing changed forever. We are witnessing the birth of a new class of technology—pocket-sized devices with always-on broadband that understand who you are and where you are.
With a technological and cultural revolution unfolding before our eyes, how do brands deal with a quickly shifting landscape? How do you develop a mobile strategy that is both cost effective and delivers on your brand promise?
Session Discovery Topics
- Mobile marketing isn’t business, it’s personal
- Key facets of great mobile experiences
- Native vs. Mobile Web vs. Hybrid apps
- Augmented realities and contextual triggers
- Branding in the new culture of availability
Strategic Trends in the New Economy: Taking Ourselves off of Hold
Directional and strategic trending for companies and individuals can help build consumer and company confidence in a challenging time. What are the important brand concepts driving us future forward?
Jody Turner provides a highly visual presentation with ideas that shift perceptions and empower people to engage in innovative thinking. She regularly spends time with visionaries in board rooms and in conferences collecting words, concepts and thoughts to track current patterns of success. Working on numerous projects with larger companies, Turner continually frames the consumer's concerns, cares and interests and presents these findings as strategic trends.
She will talk in-depth about these trend concepts providing examples and stories of brands that are currently doing well, showing how and why these brands are successful. She will inspire and engage you to think innovatively while working with clients and consumers to provide strategic direction for future action.
Session discovery topics:
- Understanding Generation G or generosity versus growth strategies
- New media and entertainment culture associations to extend brand reach
- Design iconography as brand builder and marketing tool
- Consumer inspiration
- Speaking the language of consumer consciousness
- What are the top brands doing to build consumer confidence?
Making Money with Mobile Coupons: Why Incentive-Based SMS Drives ROI
Jared Reitzin, is the Chief Executive Officer and Founder of mobileStorm, which has pioneered the concept of digital marketing. mobileStorm has delivered 2 billion+ messages, has over 2,000 customers and has executed millions of campaigns.
With budgets becoming increasingly tight, the pressure is on marketers to drive trackable results while helping their audience reach a new level of engagement with their brands. Many are turning to digital marketing strategies, and it is in this space that Jared Reitzin has established an unprecedented ten years expertise both as a technology provider and a strategic expert. His digital messaging solution, mobileStorm 4.0, allows the deployment of 6 different forms of messaging from one platform- most prominently email and SMS. In today's market when every dollar counts more than ever, SMS/mobile coupons are providing phenomenal response rates. Mobile coupons are the perfect medium to build customer loyalty and provide immediate results for your business. In this informative program, Jared will discuss how you can increase your marketing returns with mobile coupons, learn how mobile technology works, and hear about real life applications.
Session discovery topics:
- Why traditional advertising is declining, while promotional spending is on the rise
- The evolution of mobile couponing- why it works
- Mobile coupon technology- which best suits your marketing needs
- SMS and mobile couponing best practices
Rejuvenating a Legacy Brand: Attracting New Consumers to an Old Brand
Brands are born, mature, plateau and eventually begin to decline. Considering the substantial investment necessary to launch a new brand or even a single product, more and more companies are making the decision to revive existing brands in their portfolio. As a footwear industry veteran, Dani has had the opportunity to work on global brands at various stages in their brand life cycle and develop marketing programs for diverse consumer audiences. She is currently charged with revitalizing the 50 year-old Hush Puppies brand. In this session she will share insights on brand elasticity, the relevance of old brand values to a new target and how to talk to a new market without alienating the heritage customer.
Session Discovery Topics:
- What does your brand really mean to anyone? The critical role consumer research plays in reviving the brand
- Repackaging authentic values in an emotive way for today’s dialed-in global consumer
- The right message is only half the challenge: the right distribution can be the game changer
- It might be necessary to say the hard goodbyes to the old customer. Is your organization ready for the trade-off?
Cage Fight!
Let’s mix it up folks. Agreement is over-rated. There are topics in the marketing world we should be debating. And there is conventional wisdom that should be challenged. It’s how we learn—it’s how we grow. Cage Fight will be a forum for our speakers to choose a topic, defend their position and poke holes in opposing views.
Here are a few of the ideas we’d like to get rumbling on:
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Is it kosher behavior for a blogger/citizen journalist to be compensated for promoting a brand (even if they have full creative license)?
- In brand strategy circles, they say consistency is king in regards to logos, color palette and other design elements. Is this old school thinking? Isn’t inconsistency the new consistency?
- Blogger or graphic designer – who’s more important in promoting your brand?
- Is advertising dead?
- We've seen bands of social networkers force Mortin to change its campaign and Tropicana to revert to an old package design. Should marketers bend to the social vocal minority?
- Incompetent, slow moving agencies or over-bearing, unrealistic clients – who’s really to blame for marketing failure?
- Are our collective efforts towards personalization and targeting efficiency eroding consumer privacy?
- Should the customer service department report into the Chief Marketing Officer?
So let’s bruise some egos, get some laughs and let it all hang out.
