SXSW 2012 - Screw Brand Equity - Connected Brands Rule

Screw Brand Equity - Connected Brands Rule
Event	Interactive 2010
Format	Panel
Organizer	Adam Lavelle – iCrossing
Description	Brand equity has historically been the method to evaluate the performance and worth of a brand. Does the measure need to evolve? Consumers live in a network world, where individuals, tribes, and experts, are all connecting with one another. Brands need to be connected to and intimate with these networks. We debate the issues - and try to construct a new, useful model for tomorrow's brands.
Questions Answered	Is brand equity still a relevant metric? What does network equity mean? Why is advertising no longer just about communications? How will brands need to behave differently to connect with customers? What is a connected brand? What are examples of connected brands? How do brands figure out what networks matter to them? What does useful advertising mean? What can i do differently once i leave this panel? How will i think differently about brands?
Level	Intermediate
Category	Advertising, Branding / Marketing / Publicity, Design Thinking, Online Relationships

Screw Brand Equity - Connected Brands Rule