Columbia Business School | Center on Global Brand Leadership
In This Issue:
• EVENT: The Changing Face of the Asian Consumer Book Launch (Apr 9) (read)
• Warby Parker's CEO on Disruption and Customer Experience (read)
• 6 Trends Transforming Marketing (read)
• OFFER: The Financial Times (BRITE '14 Sponsor) (read)
• Read More (read)
• For Your Amusement (read)
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EVENT: The Changing Face of the Asian Consumer

The Changing Face of the Asian ConsumerAsia is one of the fastest growing regions today, making this the century of the Asian consumer. Global and regional brands alike face fierce competition as they race for entry and expansion in this diverse and complex landscape.

Join Faculty Director Professor Bernd Schmitt and a leading panel of experts for the launch of his new book, The Changing Face of the Asian Consumer. The discussion will offer key insights and tools to help companies create profit-generating strategies to grow their businesses in Asia.

Panelists include:

  • Colin Mitchell, Ogilvy & Mather
  • Brian Buchwald, Bomoda

DATE: Wednesday, April 9, 2014
TIME: 6:00pm - 8:30pm
LOCATION: Ogilvy & Mather, 636 11th Avenue, New York, NY
COST: $10 students; $20 alumni; $30 general public
*includes light food, wine & beer

Click here for more info and to register.
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Warby Parker's CEO on Disruption and Customer Experience

Neil Blumenthal BRITE14Neil Blumenthal, co-CEO and co-Founder of Warby Parker, knows first-hand that in today's world, "brands are able to rise faster than ever before, but they're also able to collapse faster."

Within four years, Warby Parker has grown from an apartment-based startup in Philadelphia, to a 350-employee business in New York that has sold over 500,000 frames. At last month's BRITE '14 conference, Blumenthal discussed how Warby Parker was able to drive sales by disrupting the eyewear industry and building relationships with all stakeholders. Blumenthal's team pays attention to all details, declaring that "the medium doesn't matter; it's the experience that matters." [READ MORE]

WATCH
Blumenthal's BRITE '14
talk for more on incorporating innovation and customer experience to become a standout brand.

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6 Trends Transforming Marketing

CMO ChallengesThere seems to be a leadership refrain of late that this is both the most exciting and yet challenging time to be a marketer. To put some specific perspectives on this, our own David Rogers presented at The Economist's Big Rethink conference last month on six key factors that he sees transforming the near-term future of marketing.

Not surprisingly, big data is one of the themes, and he notes in particular how it will give rise to 'the addressable consumer' in which companies can track and follow consumer experiences and personalize each touchpoint with a potential customer. As a corollary, he also notes increasing 'technodiversity', in which businesses will have to continue to learn how to interact with customers on an ever increasing array of media platforms.

Read more about these two themes -- as well as: advertising's hollow middle, invisible threats, two minds of marketing, and the vanishing CMO -- on David's blog post for The Economist.

WATCH, VIEW, and COMMENT on David's full presentation and slides for Big Rethink.

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OFFER: The Financial Times (BRITE '14 Sponsor)

Financial Times OfferTo compete in the global economy, you need access to a trusted, independent source for international business news and analysis that will provide you with the crucial insight needed to stay ahead.

The Financial Times, a sponsor of the BRITE '14 conference, gives you the perspective you need in today's fast-changing, interconnected world. They are pleased to offer you, our Brand Talk subscribers and BRITE '14 attendees, a full year of the Financial Times digital subscription for only $243.88 -  25% off the cover price. 

Your subscription will include access to FT.com, their award-winning mobile and tablet apps, personalized email briefings and alerts, portfolio tools to help you keep track of the performance of your investments, and much more. 

Get the most influential global business newspaper in the world, delivered daily to all of your devices for less than $1 a day. Subscribe Today.


Read More
Big Data Must Become 'People Data'
(The Guardian)
A 'Crisis' in Online Ads: One-Third of Traffic is Bogus
(Wall Street Journal)
Hornet's Nest: Your Refrigerator Might Be Spamming You
(The Hub)
Success Can Build a Culture of Arrogance That Will Destroy a Company
(Quartz)
The Disruptive Power of Collaboration: An Interview with Clay Shirkey
(McKinsey)
For Your Amusement
VIDEO: "This Is a Generic Brand Video" (Vimeo)
VIDEO: Finally, Wearable Technology That Fits Your Life (Bonobos)
Unfortunate Publishing Layouts of Our Time (The Poke)
How Can We Help Your Business Goals?
Find out how we can help your organization achieve its brand and business goals. Learn how to become a sponsor of Columbia Business School's Center on Global Brand Leadership here.
www.gsb.columbia.edu/globalbrands
www.briteconference.com
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