The Brands & Marketing Track makes a speciality of generate emblem loyalty through attractive shoppers with a purpose to construct and take care of a hit manufacturers. Hear from inventive strategists and different industry voices as they speak about subjects akin to data-driven campaigns and leveraging neuroscience, storytelling, and tech traits.
“In a time when shoppers battle with the privateness paradox and manufacturers battle to stick related in an financial system with ever-shortening consideration spans – classes within the 2019 Brands & Marketing Track will likely be in the hunt for to search out steadiness between virtual mistrust and dependence,” says SXSW Programmer Miranda Wylie. “Sessions will characteristic a variety of views on setting up voice, content material advent, tradition, information, well being, inclusion, activism, and connection.”
Explore subjects starting from growing emblem price and deepening emotional engagement, to advertising and marketing taboos and so a lot more within the Brands & Marketing Track from March 9-14 right through the SXSW Conference. Priority get admission to for this Track is given to Platinum and Interactive Badges; secondary get admission to to all different badges.
Brands & Marketing Sessions Highlights
Follow the Feeling: Creating Brand Value
Speaker: Kai Wright (Columbia University)
Which metric is maximum vital, are you even measuring the precise one, and how do you employ it to tell making use of creativity strategically? Combining ideas in conversation, behavioral economics, and psychology, this consultation unearths analysis on construct emblem price through resonating with shoppers in a virtual generation. Learn practice the sensation to five key emblem moments, and engineer that feeling right into a cohesive emblem revel in around the group.
Whose Story Is It To Tell?
Speakers: Tiffany Green (Industria Creative), Anthony Larrisey (Industria Creative), Franklin Parrish (Kaiser Permanente), and Primavera Salvá (Transform With Love)
What do a get dressed made from turn flops, an opera singer, and a portrait commissioned to the Smithsonian and National Museum of African American History and Culture all have in not unusual? The skill to inform particular person tales of range and inclusion within the experiential advertising and marketing panorama. Learn create an experiential marketing campaign that no longer most effective deepens emotional engagement but additionally serves a goal past the bodily activation. Discover deliver distinctive and attractive tales to lifestyles thru numerous inventive mediums that lend a hand to serve the venture in the back of the tale and the individual in the back of the legacy.
Latinx Digital Lives: Culture, Content & Community
Speaker: Stacie de Armas (Nielsen)
Technology has basically modified the shopper revel in, however disproportionately so for the Latinx group who make virtual positive factors and developments at a shockingly upper fee than the overall marketplace. The aggregate of youngster and call for for cultural connectivity thru nuanced content material has positioned Latinos on the middle of trendsetter tradition, growing behavioral variations in how they keep up a correspondence, tell, store, eat content material, and mobilize for social justice. We will dive deep into the usage of those virtual applied sciences amongst Latinx’s and the affect on cultural expression and behaviors – together with track, tv/video, life, and behaviors.
Advertising Detox: How to Reduce Cognitive Load
Speakers: Neil Davidson (HeyHuman) and Aoife McGuinness (HeyHuman)
Is there an attentional value of a Facebook notification? How does the presence of your smartphone cut back your to be had cognitive capability? What is promoting and different content material actually doing to our brains and will have to we be fearful? In a reside on-stage experiment, HeyHuman will display the cognitive results of various kinds of promoting and content material thru brain-monitoring apparatus, just right and dangerous. We will percentage our neuroscience analysis perception and the way it can exchange the relationships between manufacturers and other folks – growing efficient content material that stimulates fairly than drains our brains.
Vaginal Health: How do you marketplace taboo subjects?
Speakers:Rachel Braun Scherl (SPARK Solutions for Growth), Mary Carmen Gasco-Buisson (Proctor & Gamble), Karen Long (KCK Group), and Jessica Richman (uBiome)
How do you speak about vital well being problems or details of lifestyles if you’ll’t use their precise names? The ladies’s well being industry has confronted this catch 22 situation for many years – life-changing merchandise like tampons or vaginal dryness answers can’t use phrases like “vagina” explicitly in advertisements or on important shopper advertising and marketing platforms like Facebook. Imagine teaching shoppers about touch lenses or saline answer with out with the ability to use the phrase “eye.” Seems loopy, proper? In this cross-industry panel dialogue, professionals will speak about successfully marketplace “taboo” subjects akin to vaginal well being, create vocabulary for the complexity of feminine sexuality, and why it’s vital for nowadays’s leaders and largest manufacturers to destigmatize urgent well being and getting older considerations for ladies.
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Featured Image through Kaylin Balderrama