SXSW 2020
Brand Flexibility: The Future of Business Growth
Description:
We know more today about how people make memories and create & share meanings — the building blocks of brands in consumers’ minds — than ever before. Yet our approach to brand-making has remained largely unchanged for the last fifty years. What we think we know — consistent, steady brand-building — is flawed. It’s time for an update.
This session combines research in cultural sociology, social psychology, and neuroscience to reveal the flexible, growth-oriented approach to brand-making that’s hiding in plain sight. When we understand brands from consumers' perspectives, we can understand the rules they let us as marketers play by - rules that are less rigid and less restrictive than we have assumed.
The goal? To unlock your brand's potential as a flexible tool for business growth.
Related Media
Takeaways
- How marketers have conflated business constructs - brand-building, brand management - with how consumers understand brands for the last half-century.
- How people understand brands. Brands are less precious and more flexible than we treat them. Our goal need not be brand consistency, but coherence.
- How to use this as a lens to identify new business growth opportunities you would have otherwise missed, and use your brand as a tool to pursue them.
Speakers
- Zach Leffers, Senior Brand Planner, VMLY&R
Organizer
Zach Leffers, Senior Brand Planner, VMLY&R
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