Preview: Fuse New York City 2018
At South by Southwest, Youth Marketing Strategy and Advertising Week Europe alike, brand purpose was highlighted as the key tool for repairing and maintaining consumer relations in an age of accumulating data- and brand-safety scandals.
As we've highlighted in A Fashion A'woke'ning and Creating Shared Value: Sustainability Marketing, brand purpose cannot be manufactured, but it can be found. This year's Fuse conference in New York City (April 9-11) will unite disruptor and legacy brands to share how they found or redefined their guiding principles to transform consumer engagement.
During the three-day event, leading thinkers from brands like L'Oreal, Chobani and Nike will come together under the theme 'Purpose – Opportunity – Profit' to discuss how to make a disruptive spirit part of any brand. Jennifer Daniel, art director on Google's Expression Design Team, will explain how the tech giant uses machine learning to reflect all communication needs in its messaging app Allo. Ben Branson, founder of Seedlip, the first distilled non-alcoholic spirit, plans to share his thoughts on building tomorrow's desirable brands.
At 1:45pm on April 10, Stylus' global director of advisory services Dr. Antonia Ward will update attendees on the State of Media and the huge commercial opportunities of a fan-first communication strategy.
Stylus is offering 20% off tickets to Fuse 2018. Just use our discount code FUSE18STYLUS when buying tickets through this link.
For more on how any brand can use disruptor strategies to breathe new life into customer relations, see SXSW 2018: Beyond Prime Time.