Don’t Build a Brand, Start a Club: Tactics for Creating a More Connective Brand

Brand strategy is often approached as a heavy foundation designed to anchor a product or company, but the most innovative and connective brands behave more like an exciting, sometimes exclusive club to join. In this session, you’ll see how transformative brands (representing consumer goods, technology and more) build their “clubs” and learn tactics you can use to construct your own and create connective, useful, audience-enticing digital properties—from websites to marketing campaigns

After this session, you’ll be able to:

  • Identify the right discovery exercises for defining your brand
  • Use audience research to find your brand’s most connective, compelling position
  • Bring your brand to life as you move from concept to implementation