Challenger Brands: Using Technology to Turn the Tables
Автор: Economist Impact Events
Загружено: 2016-04-01
Просмотров: 171
Описание: The marketing industry as a whole is teetering into a new dichotomy: challenger brands are snapping at the heels of established behemoths with deeper pockets but less agility to respond to changes in market and consumer demands. This new dynamic has presented a unique opportunity for underdogs to punch above their weight by using smart technology, social sharing and creative storytelling. At the same time, this shift has prompted more established brands to embrace a startup mentality in order to remain competitive. Convening seasoned storytellers from brands both large and small, this session explores how marketing has become more about connecting with the right cohort. It will examine how beyond data and analytics, technology can be re-imagined to create narratives that can create an emotional, lasting response.
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