SXSW 2012 - Bringing the Love Back to Brands

Bringing the Love Back to Brands
Event	Interactive 2011
Format	Solo
Organizer	Gaston Legorburu – SapientNitro
Description	Technology has liberated the dialog between brands and customers, sating consumers’ love of sharing, connecting, raving, venting… But in many ways, it’s also driven isolation as we press “skip intro” to proceed to our desired action. In this discussion, Gaston Legorburu, SapientNitro’s worldwide chief creative officer, will explore the unique paradox that technology has introduced to the consumer/brand relationship. From isolation to sharing, technology is driving a massive social revolution. Learn the art of combining design and engineering to create relevant experiences, experiences that transform barely personable brands into “builders of moments.”
Questions Answered	What are some of the consumer and technology-driven paradoxes that the new thirst for "connection" has created? Is it possible to create relevant experiences for the consumer who walks in and out of physical, digital and brand worlds as he pleases? How do I create experiences that incite action and provide brand value “in the moment”? How can brands humanise themselves to current and potential customers? What's the difference between targeting your customer and perfecting "the art of interruption"?
Level	Intermediate
Category	Advertising
Tags	brand, experiences, SapientNitro

Bringing the Love Back to Brands