dlyohn top tweets from brite conference 03.11

top tweets from the BRITE conference (www.briteconference.com)

curated by denise lee yohn

1

BRITE Conference 2011presented by Columbia Business School Center on Global Brand Leadership

On March 1-2, 2011, business leaders and students gathered to discuss how technology and innovation

are transforming the ways that companies build and

sustain great brands.

Twitter was a flutter here are the top tweets





2

PPL say they want more choice

but what they really want a better

choosing experience

- @Sheena_Iyengar -- Sheena Iyengar, S.T. Lee Professor of Business, Columbia Business School

via @bretsanford



3

cbs prof on art of choosing: we

are better off with more choices

when we are experts in choice

domain

(Sheena Iyengar, S.T. Lee Professor of Business, Columbia Business School)

via @deniseleeyohn



4

cbs prof @sheena_iyengar on

why marketer choice addiction:

all the incentives are not to cut

(esp investor perception)

via @deniseleeyohn



5

trim # of products u sell w

increase sales If staff can't tell diff,

neither w cust

- @sheena_iyengar -- Sheena Iyengar, S.T. Lee

Professor of Business, Columbia Business School

via @polinchock



6

Ceo of gn rsch: brands are not

created by ads, they are created

primarily by what we do

(Paolo Righetti, CEO, gn Italy, GN Research)

via @deniseleeyohn



7

@msteib google video director:

social is an activity, not 3 websites

like facebook (they're destinations

for social connections)

(Mike Steib, Director of Video Ads, Google)

via @deniseleeyohn



8

@senatorbolton +

@jasonclement : find ways to

scale one to one conversation (it's

not about getting army of interns)

(Josh Millrod, Digital Strategist, and Jason Clement, Director of Emerging Platforms,

Weiden+Kennedy)

via @deniseleeyohn



9

Social is the antithesis of

traditional advertising

- @jasonclement Jason Clement, Director of Emerging Platforms, Wieden+Kennedy

via @BradJobling



10

@senatorbolton +

@jasonclement from weiden-

kennedy: you can't socialize with

a million people (that's

broadcasting)(Josh Millrod, Digital Strategist, and Jason Clement, Director of Emerging Platforms,

Weiden+Kennedy)

via @deniseleeyohn



11

Old model of advrtisig 20% of

budget 4 content, 80% distribn.

Now 80 n 20

- @jasonclement Jason Clement, Director of Emerging Platforms, Wieden+Kennedy

via @BradJobling



12

@rd910 dominos CMO: only when

you don't have a great story, do

you need" spin-ovations"

(Russell Weiner, CMO, Dominos Pizza)

via @deniseleeyohn



13

Frank eliason citibank CMO on

social as service: people don't

want to interact with logos-

service is all about people

(@FrankEliason -- Frank Eliason, SVP Social Media, Citi)

via @deniseleeyohn



14

@lukegwilliams of frog design:

when consumer behavior

changes, new brand thinking

must go along

(Luke Williams, Fellow, frog design)

via @deniseleeyohn



15

@lukegwilliams of frog design:

obsessive focus on technology is

myopic- revolution is about

changing behavior

(Luke Williams, Fellow, frog design)

via @deniseleeyohn



16

Reversals + denials (of a brand's

attributes) lead to breakthroughs

- @lukegwilliams - Luke Williams, Fellow, frog

design

via @laurencsaul



17

Tim maleeny of Ogilvy: goal

shouldn't be 360 degree

marketing- find 10-20 degrees

that give most leverage

(Tim Maleeny, Head of Planning, Ogilvy North America)

via @deniseleeyohn



18

Tim maleeny of Ogilvy on the big

ideal (vs idea)- changing from

what do you want to say to how

do you want organization to

behave

(Tim Maleeny, Head of Planning, Ogilvy North

America)

via @deniseleeyohn



19

@steverubel on adv vs pr- adv is

like bottom of satellite rocket (big

thrusters); once in orbit need

command ctr& perspective from pr

(Steve Rubel, SVP, Director of Insights, Edelman

Digital)

via @deniseleeyohn



20

@Steverubel social media

shouldn't be 100% of 1 person's

job; should be 1% of 100 people's

(Steve Rubel, SVP, Director of Insights, Edelman Digital)

via @deniseleeyohn



21

co's earn greater trust when

nurture credible expert voices

-@steverubel -- Steve Rubel, SVP, Director of

Insights, Edelman Digital

-via @mrobbinsnyc



22

broadcast model has lead up 2

try 2 socialize w Ms of ppl @ 1x,

but thn we're just broadcasting

via @polinchock



23

@steverubel on meaningless # of

fb likes (vs attention)- is like bag of

chips, looks full but when open is

really empty

(Steve Rubel, SVP, Director of Insights, Edelman Digital)

via @deniseleeyohn



24

Ppl w consume content in ways u

cn't contrl. Plan content 4 mult

digi exper n platforms

via @juliehallboston



25

We spend money gettg ppl's

attentn @start, but thn so ltl

money 2 maintain relationship

@polinchock



26

"The Mother of Cause Marketing says capitalism on its deathbed

needs a human face

(@carolcone Carol Cone, Managing Director, Edelman Purpose)

via @danielle_L2



27

44% of consumers switch brands

when realize co irresponsible

- Hudson Institute

via @StuffedNation



28

use your employees to brand your

company www.iamfedex.com

- @rlhorne Renee Horne, Director, Digital & Social Media @ FedEx Corporation

via @bsobel226



29

QR codes and UPC codes a

missed opportunity for serving

consumer a message

via @fi_shespeaks:



30

Corebrand managing dir: short

term high brand value is not

necessarily desirable-must be in

relationshp w/ long term co

prospects(Tim Robinson, Managing Director, CoreBrand)

via @deniseleeyohn



31

When you think human 1.0 you

evaluate in the social context as

well as the marketing context

- @fgossieaux -- Francois Gossieaux, author of The

Hyper-Social Organization (www.human1.com)

via @isildursbane



32

You need to focus on tribes now,

not market segments

@isildursbane



33

You can't develop relationships

via a rule book, you need to

develop values. E..g @JetBlue

@isildursbane



34

If you have mistrust as your

currency with your employees,

you will end up failing as a brand.

@isildursbane



35

by making everyone risk

intelligent, ur nt only asking them

2protect ur brand but also

themselves.

@isildursbane



36

u need 2B willing 2invest ur co's

social capital in order 2have

cons/users invest theirs. It's a 2-

way street!

@isildursbane



37

Visa CMO: sharing is new giving-

participation is new consumption-

recommendation is new adv

(Antonio Lucia, Global Chief Marketing Officer,

Visa Inc.)

via @deniseleeyohn



38



39

headlines from other cool conferences:

Planning-ness conference

Forresters Customer Experience Forum

leadership lessons from World Business Forum & The Retailing Summit

contact the curator: http://deniseleeyohn.com

dlyohn top tweets from brite conference 03.11

Business

wiedenkennedyvia

ogilvy north

jasonclement

lee professor

jason clement

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