SXSW Interactive 2014

Brands & Startups: The Good, The Bad & The Ugly

Brands view startups as "the next big thing" and are eager to figure out how to use startups to propel their marketing efforts. At the same time, startups are trying to find ways to break into the brand world to support their monetization strategy. Bringing Madison Avenue together with Mountain View further upstream can allow for a win/win: co-development of revenue streams, consumer utility and technology solutions to business problems.

But let’s face it, whenever you hear about a brand + technology innovation, it's mostly PR hype. This panel will be a completely transparent forum to hear the brand & startup collaboration experience from the perspectives of an agency, a brand marketer and a startup founder. Each will share the highs, the lows, the mistakes made, the lessons learned, the challenges faced, and the actions taken. Any brand or startup that has been thinking about partnering up and is wondering what the experience is really like behind the curtain should hear this!

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  1. When in a startup's development life cycle should brands and startups be working together? How early is too early? How late is too late? What are the different engagement or partnership opportunities that are possible?
  2. How do startups find and connect with brands they want to work with?
  3. What does a successful early stage startup and brand partnership look like? Who's doing a good job out there right now? How does one measure success?
  4. What are the biggest mistakes to avoid when brands and startups collaborate?
  5. What can brands teach startups about marketing, emotion and monetization? What can startups teach brands about failing fast, pivoting, and operating lean?



Lauren Brown, Account Strategy Director, Evol8tion

Meta Information:

  • Tags: innovation, startups
  • Event: Interactive
  • Format: Panel
  • Track: Entrepreneurialism and Business
  • Track 2
  • Level: Intermediate
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