CoreBrand contributes wattage at Brite '11

March 21, 2011

Last week, Columbia Business School’s Center on Global Brand Leadership hosted the Brite ’11 Conference. The two-day event focused on using new technologies and new methods of integration in marketing and branding.

Last week, Columbia Business School’s Center on Global Brand Leadership hosted the Brite ’11 Conference. The two-day event focused on using new technologies and new methods of integration in marketing and branding.

The key takeaway for participants was: It is imperative for businesses, employees and customers to evolve from a more traditional marketing mindset, embrace the digitally social age we now live in, and continuously seek new methods of interaction between our brands and customers. Essentially — get involved. Or be left behind.

In an effort to instill this belief in participants, the speakers used traditional PowerPoint presentations and incorporated videos, sound bites and interaction with the assembled. Luke Williams at Frog Marketing even did a group exercise on reverse marketing, titled “Disruptive Innovation: A Revolution in Thinking."

CoreBrand’s own Timothy Robinson hosted a session on “Corporate Brand Maximization: How to Ensure You Are Getting the Full Value of Your Brand.” He articulated the importance of connecting image measures back to finance in order to gain leadership’s attention. Both sessions drew attention from attendees of all backgrounds, created conversation and encouraged participants to think differently when it comes to their company’s marketing efforts and corporate brand expressions.

What was of particular interest was the heavy use of QR codes, Twitter and Facebook. Everyone was encouraged to post real time updates, learnings and photos. Brite ’11 had an FTP site set up to swap photos and files. All of these new technologies and methods of consumer interaction are being used more and more frequently. So, if you want to get and stay ahead you should start familiarizing yourself with their intricacies and effective uses, and Brite ’11 was a two-day way to do exactly that.

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