Sessions at SXSW Interactive 2012 about Brands and Startups

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Sunday 11th March 2012

• The Power of Unpopular

  by Erika Napoletano

  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.

  • Brands
  • Marketing
  • Startups

  At 10:00am to 10:20am, Sunday 11th March

  In Ballroom G, Austin Convention Center

Tuesday 13th March 2012

• Advise THIS! Matchmaking Startups & High Profile Advisors

  by Chase Jarvis, Gary Vaynerchuk, JR Johnson, Tony Conrad and Tim Ferriss

  Ever thought about launching your startup with some influencer star power?  What exactly do "advisors" do (and not do)?  It takes more than a pretty face to pin point a truly smart advisor partnership. The right fit requires on-brand positioning for both the advisor and the start up, which can be harder than it sounds.  Once you find that fit, building a mutually beneficial relationship that aligns both party's interests is well worth the hustle it takes to make it happen. Find out how to stand apart from the pack that's courting your ideal high-profile partner.  Also learn how equity deals can be structured in the most compelling way, and how to get that "in" to catch the star's attention.

  • Advisor
  • Brands
  • Funding
  • Matchmaking
  • Startups

  At 11:00am to 12:00pm, Tuesday 13th March

  In Exhibit Hall 5, Austin Convention Center

  Coverage audio clip sketch note