What connects people to a brand has changed dramatically. Quality, price and a great tagline or famous spokesperson have given way to connections built upon shared values, interests and style. Being able to take people on an emotional journey is the new holy grail of marketing. Demographic and purchase history data are not the creative springboard to incite this kind of experience. This panel of branding experts and internet optimists will discuss how technology and data are being used to enable cultural intuition as a new creative guide, as well as providing alternative approaches to qualify how consumers adopt or oppose a brand’s point of view.