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Heads & Hearts: Consumer Engagement Where It Counts

As the proliferation of online purchasing puts a global marketplace in everyone’s palm, how and why do select products emerge from the paralyzing pack of choices into the pantheon of “it” brands, whether for a fleeting moment or for generations? Like guests at the perfect dinner party, four thought-provoking panelists debate and discuss this conundrum from the sometimes-conflicting points of view of a global retail and branding expert, a style columnist who tracks micro and macro trends in real time, a neuroscientist who can trace a marketing message to the dopamine it triggers in a consumer, and the brand director charged with making Cadillac cool again.

Additional Supporting Materials

Questions

  1. How do brands scientifically engage with consumer’s heads and hearts?
  2. How and why do products emerge from the paralyzing pack of choices, whether for a fleeting moment or for generations?
  3. How do brands, in-store experiences, celebrity association and social media play a role in consumer psyches and desires?

Speakers

Organizer

Katie Dabbs, Regional PR Specialist, Gensler


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