2015 Schedule
Interactive: March 13–17  •  Film: March 13–21  •  Music: March 17–22

What Is A Brand Now Anyway?

Friday, March 13
11:00AM - 12:00PM

Sheraton Austin
Capitol Ballroom
701 E 11th St

It used to be so simple. Brands were meant to assure the quality of a product that manufacturers sold and consumers bought. But in the digital age, connectivity and community bring immediate transparency to most products, begging the question what function brands serve now? Digital platforms invite, almost require that producers have voices, hold conversations, build relationships – behave more like people than manufacturers. And now consumers themselves take an active role in shaping the reputation and nature of brands almost in real time. Reputations can be sullied so quickly online, but can they be rebuilt and reformed? We ask three prominent brand marketers to reflect on the big question – how has the digital revolution changed the value and purpose of a brand?
Presented by Media Post


#sxsw #MPost


James Ward

EVP Chief Strategy & Integration Officer

Doner Partners LLC

Laura Gordon

VP Brand Innovation


Russell Wager

VP Mktg


Vinoo Vijay

EVP/Chief Mktg Officer

TD Bank


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Branding and Marketing

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