Monday, April 9, 2012

Bob Garfield on the Human Element in Digital Age Marketing - YouTube Video

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Video uploaded on 5 April 2012 by Columbia Business School

The BRITE conference on brands, innovation, and technology was hosted by the Center on Global Brand Leadership at Columbia Business School.

At the conference, Bob Garfield, host of NPR's On the Media and an editor at AdAge, talked  about how the digital revolution dictates an entirely new approach to marketing based not on a brand's manufactured image or positioning, but on its actual relationships. He termed this the "Human Element" in marketing in digital age.


One of India's global film directors, Shekhar Kapoor said about digital age media and marketing "The new world is about brands and not intellectual property."

"An icon has to have a consistent, honest interaction with the community."

"You cannot speak to the community, you have to be part of the community. That is fundamental mantra. If you are outside-in, the community will throw you out."

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