Press/Blog Coverage and Attendee Feedback for BRITE '12
Study Finds Marketers Don't Practice ROI They Preach
For all marketing's obsession with return on investment, it's not used to set budgets, according to a new study. A survey of 253 CMOs and other marketing executives found that 57% don't establish their budgets according to ROI measures. Sixty-eight percent of respondents said they base their budget decisions on historical spending levels, while 28% said they go with gut instinct. And 7% said most of or all their spending decisions aren't based on any metrics at all....
- Jack Neff, AdAge
Why Brands Need the Human Element
Bob Garfield, editor of Ad Age and host of NPR's "On the Media," took to the stage at the Brite Conference at the Columbia Business School to speak about the human element that is needed in digital marketing today. For more than 300 years, we were in the product era and from 1965 to now, it is the era of the consumer. But how is social media changing the standard of what was the standard of trust?...
- Heather Taylor, eConsultancy
L'Oréal USA's CMO Highlights Company's New Digital Purchase Path
"Health and beauty represent the new digital battleground," according to Marc Speichert, CMO at L'Oréal USA. He noted that as beauty purchases are shifting from in-store to digital, this has prompted the company to follow a "new consumer decision journey." Speichert spoke in New York on Monday at the BRITE '12 conference hosted by Columbia Business School’s Center on Global Brand Leadership. The two-day event focused on innovation, brands, and technology....
- Nancy Lazarus, Mediabistro/PRNewser
Think Like an Entrepreneur: Five Strategies for Brand Innovation
Innovation. It's brought up in articles, at conferences and in board meetings. But how can we innovate in companies that still don't have the flexibility or the right mind set? Julie Cottineau, former VP of Brand for Virgin USA, brought the idea that we are all entrepreneurs to Columbia University's BRITE Conference this morning. Innovation isn't just for new businesses so how do we bring it to the heart of an established company?...
- Heather Taylor, eConsultancy
New Technology, Same Purpose
BRITE didn’t disappoint. The one-and-a-half day event held forums on everything from "big data" to "augmented reality," to the importance of social media in Middle Eastern revolutions. BRITE even revealed why a robot won Jeopardy! But has any of this really fundamentally changed branding all that much? Maybe not. Here are some of the takeaways I gathered from the conference....
- Ling Lu, Siegel+Gale
Navigating a World Where Everyone is a Media Company
Yesterday at the Brite conference, one of the breakout sessions explored how we can navigate a world where everyone is a media company. Matthew Quint, Associate Director of Columbia Business School, brought together four very different speakers to discuss the opportunities and fears of this future of content and curation....
- Heather Taylor, eConsultancy
Bright Thinking from BRITE: It's the Trust, Marketer
Earlier this week, I attended the BRITE ’12 Conference at Columbia Business School where I heard speakers including professors from Columbia Business School, CMOs from top companies, and colleagues in the consulting world. During the two-day conference, three thoughts struck me the most. Having an Explicit Purpose is the New Black....
- Jorge Aguilar, The Vivaldi Salotto
BRITE '12 Closing Plenary
Plenary, whats a plenary? For you non Ivy Leagers, including me, plenary is an adjective related to the noun plenum carrying a general connotation of fullness. BRITE '12 is almost over. Last talk…. "The Human O/S: How Innovation in Digital Taps into Fundamentals of Human Experience"....
- Miles Rose, SiliconAlley
Attendee Feedback from BRITE '12
Great branding ideas, digital ideas, and networking.
There was an excellent breadth of topics and speakers.
I enjoyed the discussion of how simplicity can bring value to brands.
Love the mixture of speakers from academics and businesses, and the technology & innovation content.
It was an opportunity to be exposed to innovative and leading thinkers.
Good mix of current and upcoming developments. Full of ideas. Stimulating.
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