The results are in: Holiday 2008 was a bust by any measure, and the deep discounting that it required will have a lasting impact on consumer expectations and preference going forward. Now is the time to blow the whistle on the comfortable myths, easy answers, and digital hocus-pocus that pass for most marketing strategies and come up with a new, collaborative approach. Today, brands must focus on actions that deliver sales, repeat business and true customer loyalty. Jonathan Salem Baskin and Jeff Molander team up to give details on that new approach and reveal how some of Chicago’s leading companies are applying it.
You can’t think about utilizing new media/new tools until you embrace a new definition of brand as behavior, where "doing" is the new "thinking". As we explore this new approach, you'll come away with:
- A new way of measuring “brand health” based on real-time customer behavior
- A means to eliminate process “change barriers” (rapidly debunk the lies and fear tactics)
- A roadmap to rally departmental decision-makers together around your cause, dismantle “knowledge silos” and move beyond lip service
- Rationale for developing a success-minded habit: give each marketing tactic an action or response that ties directly to a strategic objective
Jonathan Salem Baskin (Speaker)
President, Baskin Associates, Inc.
Jonathan Salem Baskin has been working to translate brands into something more than pretty words and pictures for over a quarter century. He's the author of Branding Only Works On Cattle, and writes the daily blog Dim Bulb. He also writes on branding and marketing for Information Week, Fast Company, and Advertising Age. His work experience includes leading communications strategy for brand names like Blockbuster, Limited, Inc., and Nissan, and his consulting practice, Baskin Associates, Inc., has served clients on four continents.
Jeff Molander (Speaker)
CEO, Molander & Associates Inc.
Jeff Molander has been providing investment and e-commerce strategies to marketing and financial services executives since 1997. He's an accomplished entrepreneur in the digital marketing space having helped found performance marketing agency, DoubleclickPerformics Inc. (now a division of Google) where he served as Vice President Sales & Marketing. He's CEO of Molander & Associates Inc. and is widely recognized as a performance and content-based marketing expert, blogger, speaker, author and a leading thinker in the digital marketing space.