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.
Google, Facebook, and Twitter were all startups once. Today they are some of the world’s most successful companies because they learned the first lesson to succeeding in a digital economy: take care of your users and they’ll take care of your business. To survive in today’s digital economy, where half of all purchases are made or influenced online, today’s largest companies will need to become truly digital businesses. Join Aaron Shapiro, CEO of Huge, as he discusses his new book Users Not Customers: Who Really Determines the Success of Your Business and how companies can make the transformation to digital. Shapiro will outline the seven lessons large companies can learn from the smartest digital businesses around - startups and successful Internet companies - including how to evolve management, operations, marketing, and customer service around meeting user needs and driving sales in the process.
In the strange new world of micro-entrepreneurship, roaming, independent publishers operate from Buenos Aires and Bangkok. Indian bloggers make $200,000 a year. Product launches from one-man or one-woman businesses bring in $100,000 in a single day, causing nervous bank managers to shut down the accounts when they don't understand what's happening. Oddly enough, many of these unusual businesses thrive by giving things away, recruiting a legion of fans and followers who support their paid work whenever it is finally offered. How is this possible? And how is this model different from all other Internet businesses? *** To be published by Crown/Random House in May 2012, 'The $100 Startup' is based on a comprehensive, multi-year study, and is accompanied by the world's first 7-continent book tour. This session at SXSW will be the first public presentation of the data.
9th–13th March 2012