Future of Brand Building conference report - The Wharton School of ...
Future of Brand Building conference report - The Wharton School of ...
Future of Brand Building conference report - The Wharton School of ...
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Using Multiple Touch Points to Tell a Compelling <strong>Brand</strong> Story<br />
Kurt Kostur<br />
Senior Vice President <strong>of</strong> Marketing, HSN, Inc.<br />
“FUTURE OF BRAND BUILDING<br />
AND BRAND EXPERIENCE”<br />
<strong>The</strong> Blurring Boundaries<br />
Between Advertising and<br />
Retailing<br />
Access<br />
Empowerment<br />
Community<br />
2<br />
<strong>Brand</strong> Awareness<br />
Customer Trial<br />
<strong>Brand</strong> Experience<br />
Customer Engagement<br />
3<br />
BRAND EXPERIENCE: ESSENCE MUSIC FESTIVAL<br />
• Co-branded 2 story sensorium<br />
• Innovative Sampling<br />
• Product Pre-sell via Texting<br />
• Mary J Blige personal<br />
appearances<br />
• HSN “virtual community<br />
experience” via laptop station<br />
• Email capture<br />
• Pre-sell via Texting<br />
5<br />
30 Baker Retailing Center
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