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Consumers don’t believe marketing. We believe our experiences. Our friends’ experiences. Even complete strangers’ experiences. In an always-on, social media-enabled world, consumer experiences – and consumers’ willingness to share them in the moment – can make or break a brand. For brands, it’s not what you say but what you do. No longer can brands hide behind a façade of artifice. A big idea and a break-through campaign may generate buzz, but is it a big idea that could be slapped on to any other brand in the category? If so, the rewards will be fleeting.
Austin is an incubator for the quirky and creative. It’s also an epicenter for authenticity, with a culture not afraid to call bullshit. We’ll explore what it takes to build a brand with the authenticity to sustain and flourish in the cynical, exposed world of social media-empowered consumers: the rewards, but also the risks, and the challenges you can expect to confront along the way.
Panelists from some of Austin’s most beloved brands -- Alamo Drafthouse, Hotel San Jose, YETI coolers, and McGarrah Jessee, brand advisors to Shiner Beers, Whataburger, Costa sunglasses and Frost Bank –- will share their stories and discuss the paths they took to achieve success.
It's the official launch of The Power of Unpopular at SXSWi! A hangover-clearing book reading session at 10am on Sunday morning followed by a signing event (how vain, right!?) at the SXSW bookstore.
You probably never thought you'd want to build an unpopular brand, but branding rules have changed. Considering that every successful brand in history is inherently unpopular with a specific demographic, whom have YOU identified as the demographic that will never like you? Get introduced to author Erika Napoletano and the Power of Unpopular: a better way to run your business – and your life. Erika's the voice behind @RedheadWriting and RedheadWriting.com, as well as a monthly columnist for Entrepreneur Magazine and the author of two books. While she was never the prom queen (thank heavens), she's figured out how to leverage one word with seemingly negative implications into powerful fodder to build brands with staying power in the marketplace. You won't find case studies from corporate behemoths here - you'll find stories and advice from people just like you who want to wake up every day, do what they love, and do it for the people who will love them. Because that's who truly matters.
Learn more about Erika Napoletano at http://www.erikanapoletano.com
Grasshopper, Mailchimp, Wufoo, Shopify, and Batchbook all joined forces in 2011 to create and execute the Barcamp Tour. We journeyed across the country together to work with 10 different entrepreneurial cities and help them put on a barcamp that would inspire / energize their communities. We shared our passions, listened to other peoples, and took in the unique character of each city we visited. Boy did we learn a lot. We would love to share those observations & experiences with you in hopes that you might take that passion back to your own community. We also wanted to explain why our 5 brands so strongly believe in free beer and hugs versus banner ads and trade shows. These word of mouth branding tactics have been a major part of all 5 of our company’s growth, and we are ready to share our secrets!
by Al McWilliams and Sara Meaney
Let’s face it. Leif Garrett (1979) and Justin Bieber (2011) are the same thing. Both made music videos, both had photo spreads in Tiger Beat, and both look(ed) more like girls than boys. It’s the same marketing formula: brand, messaging and distribution.
This point/counter-point style presentation will discuss examples of how the formula for marketing success has largely remained unchanged over the past decades, despite the rapid introduction of new channels.
The presenters will challenge the audience to think critically about the role of the Internet (distribution channel) vs. the quality of the brands and the messages themselves, while focusing on the need for a “back to basics” approach to marketing and communications, regardless of channel or medium, online or offline. Come prepared to debate and open to having your perspective widened.
9th–13th March 2012