This is an official event. More info on badges, wristbands & priority access.
Fairmont
Manchester CD
101 Red River.
Speakers
Kai Wright
Columbia University
Within every organization - from the 100-year old brands fighting for survival to digital startups aiming for mainstream adoption - we track and triangulate a series of brand metrics that grows longer and longer with each new platform and buzz-word. Which metric is most important, are you even measuring the right one, and how do you use it to inform applying creativity strategically?
Combining principles in communication, behavioral economics, and psychology, this session reveals research on how to build brand value by resonating with customers in a digital era. Learn how to follow the feeling to five key brand moments, and how to engineer that feeling into a cohesive brand experience across the organization.
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.
Primary Entry: Platinum Badge, Interactive Badge
Secondary Entry: Music Badge, Film Badge
Format: Solo
Event Type: Session
Track: Brands & Marketing
Level: Intermediate