You can check out the event including videos of keynotes and panels here: http://www.youtube.com/user/zeitgeistminds.
I found the panel discussion called 'Building and Managing Brands' extremely relevant to the CCI courses and the work that most of us want to do. Maurice Levy, CEO of Publicis Groupe and Angela Ahrendts, CEO of Burberry, discussed their branding strategies with special attention to the digital movement in advertising and promoting a brand.
Below is the moderator briefing that I created for the panel, which gives a good overall background to the careers of these two industry giants, and I think gives us some insight into how to brand in the current digital climate.
Maurice Lévy, Chairman & CEO, Publicis Groupe
Maurice has said ‘I think that sharing is probably one of the most important words in the world of business’ (CNN Interview 2005) Given the last 6 years in the digital world, with issues of copyright infringement and file sharing, how does he think that word has taken on new meaning in terms of branding?
Maurice has said ‘I think that sharing is probably one of the most important words in the world of business’ (CNN Interview 2005) Given the last 6 years in the digital world, with issues of copyright infringement and file sharing, how does he think that word has taken on new meaning in terms of branding?
He invested in Digital early on, earlier than any of the other big agencies by purchasing Digitas in 2006 and Razorfish in 2009. Then gained Microsoft as a client last month. Many people said the effects of the digital revolution and recession would kill paid-for advertising but instead, it has driven growth. Competitors at Omnicom have lagged but still made close profits. Why is this? What about the digital revolution makes branding more or less successful in his eyes? What drove him to invest so much in digital so early on?
In interviews, he has touched upon the issue of advertising and branding via social media, saying he doesn’t think it will be as successful as expected, but has not explained in detail. Does he still feel this way? If not social media, what does he think will be the next big step in branding via digital platforms?
Angela Ahrendts, CEO, Burberry
Comes from rural Indiana in the US and has spoken a lot about her roots, coming from a small town, etc. Now, as the CEO of a major fashion company, how does she think the digital revolution has helped to strengthen brands in more rural areas that may be considered ‘off the map’? Has digital infrastructure allowed Burberry and other fashion brands to reach a broader geographical audience?
Angela Ahrendts, CEO, Burberry
Comes from rural Indiana in the US and has spoken a lot about her roots, coming from a small town, etc. Now, as the CEO of a major fashion company, how does she think the digital revolution has helped to strengthen brands in more rural areas that may be considered ‘off the map’? Has digital infrastructure allowed Burberry and other fashion brands to reach a broader geographical audience?
She has led Burberry to be at the forefront of technological innovation, ahead of all of the competitors, in one instance simulcasting fashion shows in 3D (a fashion first) in NY, LA, Tokyo, Dubai and Paris with the ability for viewers at home to stream over the internet and post comments in real time. What impact do these cutting edge technologies have on the ability for branding in the fashion world?
She has taken great steps to modernize the brand through social networking and mediated outreach to a younger audience (facebook campaigns, twitter and other social sites). In forming youthful online communities around the brand, is there a fear of ostracizing the older, more traditional clientele that may not be as digitally savvy?
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