Who owns a brand, defines what it means, decides who can buy it? The business? The consumer? The retailer in between? This classic brand strategy dilemma seems almost quaint when accounting for the developments of the past decade or so. Today's key players include 'search engines,' 'social media platforms,' 'influencers,' and 'e-marketplaces.' Some argue the latter are the only true forces shaping brands in an age where we congregate around ideas served up by digital platforms and their 'creators.'

As an attendee, you will learn:

• Who wields what kind of power in the digital village square and marketplace?
• What roles do individuals, influencers, social media, and manufacturers play in defining brands?
• How to research, understand, and harness the new communication and cultural landscape.

Who Should Attend: Anyone with interest in brand building and marketing