Total Credits: 1 Advance Credits
Tags: Projective Techniques
This session will NOT be recorded.
Today's marketplace is more fragmented and more crowded than ever before. And so many brands are competing to woo the same customers across multiple communication channels. Consumers are overwhelmed so companies must be able to make meaningful connections and communicate their message in two to five seconds to attract attention and grow.
In a generation raised on 140 characters or less, brand expert Sarah Willersdorf proposes in her Ted Talk that marketing has a lot to learn from online daters. With the common goal to elicit an emotional response through a carefully communicated first impression, Sarah (via video) will review the three key lessons companies can learn from these experienced and bountiful self-branders.
Join us to discover how to distill the essence of any brand and apply how to convey the message in just five images and sentences. During this collaborative session you'll create a brand's dating profile designed to quickly elicit an emotional response through a carefully communicated first impression.
| Sarah Willersdorf is Boston Consulting Group’s (BCG) Global Head of Luxury. She also works extensively in fashion and beauty. She advises CEOs and leadership teams on issues including international growth strategies, brand transformations, marketing strategy and effectiveness, advanced analytics, personalization, and digital strategies. She has worked for public, private, and private equity backed companies. Before joining BCG, Sarah was the CMO of Diane von Furstenberg (DVF). She serves on the Board of Governors for CEW (Cosmetics Executive Women), the beauty industry trade association with over 6,000 members, and is an angel investor and advisor to a number of startups. |
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