This session dove into brands born in the online economy that have been disruptive businesses over the past 5 years with unconventional approaches to traditional models. Companies Frank & Oak, Spotify and AirBnB resonate with the modern consumer by serving up products/information when and how they want it, and ultimately capturing their hearts, imaginations and spending in ways that leave traditional brands playing catch up. As more and more consumers adopt their platforms, the influence and reach of these brands cannot be ignored.
Digital first brands are not only changing the shape of business but also the marketing and sponsorship industry. How do they work with both brands and properties to help engage consumers in deeper and more relevant ways? How are they leveraging these alliances to grow their own business? What can we learn from their unconventional approach to connecting with the online, on-demand and tech-savvy consumer?
The forum began with a general overview on the landscape of digital brands and sponsorship. Following, we plunged into specific case examples with each of our speakers. The session ended with an open panel Q&A featuring key lessons that any brand, property or agency can take away and apply to their business.
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