5 Ways to Learn How to Build a Next Generation Brand at SMWNYC



Looking for some fresh perspectives to prep your brand for the future? Join SMWNYC to hear from leaders and founders from some of the most enviable brands around.


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What’s the secret to building a future-proof brand in 2018? Many marketers agree that it’s all about creating a unique and differentiated customer experience.

At SMWNYC, we’re bringing together senior marketers and founders from some of the most innovative brands in the world to hear first-hand how they are approaching their marketing efforts in the experience age.

Here’s a preview of what’s in store:

Away: Redefining Modern Travel Through Innovative Marketing and Beyond

In this session, Away Co-Founder and Chief Brand Officer, Jen Rubio, will discuss how the direct-to-consumer company taps into content and experiences to successfully win over modern travelers.

We recently sat down with Rubio to ask her about Away’s unique approach to marketing, which recently landed them on Fast Company’s Most Innovative Companies in the World list. These are the approaches that transform a good campaign to one that is so impactful that it effectively delves deeper than the surface of the company’s travel-related products, like luggage, and actually instills inspiration in consumers to travel.

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Conquering the You-niverse: Branding on the Individual Scale

VaynerMedia CCO Steve Babcock will explore how marketing has fundamentally changed with increased personalization. Specifically, he’ll argue that as we transition from mass to one-to-one engagement, data becomes increasingly core to driving stronger, more lasting connections with consumers. In order to do this, brands must adapt their voice for different platforms in order to leverage particular niches. Since no one brand is perceived the same by every individual, marketers will need to craft and deliver uniquely catered experiences.

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Brands Are People, People Are Brands: An Intimate Conversation With Rev Run & Matt Britton

Join branding expert and Suzy CEO Matt Britton and Joseph “Rev Run” Simmons in a fireside chat as they discuss the age of celebrity influence. Specifically, they’ll walk attendees through the ways brands can leverage individual personalities and evolve from endorsements to meaningful partnerships. Further, the two will share their insights and predictions as to where the movement will go in years to come.

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How Advertising Can Save Itself from Ad-Blocking: Introducing the Value Economy

In this session, Kiip Founder and CEO (and Forbes 30 Under 30 alum) Brian Wong will share strategies for building a brand in ways that don’t involve traditional advertising. As consumers increasingly favor businesses that make tangible efforts to deliver products and services that align with their beliefs, values, and interests, marketers face new opportunities to connect with people beyond the ad.

Attendees will walk away with a firm understanding of which emerging technologies, such as AR, are right for their business, and how to seamlessly integrate them into marketing plans to drive objectives and ensure brand relevance in the age of ad-blocking.

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Navigating the Future of Retail: Creating Customer Experiences that Sell

Ali Kriegsman, COO and Co-Founder of Bulletin, joins an exciting SMWNYC panel all about commerce that includes Rachael Vegas, Chief Merchant at Brandless, Cyndi Ramirez-Futon, Founder of Chillhouse, and Karuna Rawal, U.S. President and Chief Strategy Officer at Arc Worldwide.

We recently sat down with Kriegsman for a Q&A to learn more about how the cause-led brand fuses social activism and community into its shopping experiences across its pop-up retail stores. In particular, the physical stores are used not merely as a place to simply sell products, but are developed with the intent to provide opportunities for asking questions and engaging in conversation with women who share similar concerns or backgrounds. See also: our Q&A with Brandless’ Rachael Vegas.

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Like what you see? Check out our full conference agenda, which features 65+ sessions, and register for SMWNYC by March 16 to save 10% on your pass.

Join us April 24-27 in what will be our biggest flagship conference yet including these sessions and over 60 others. Claim your pass today.

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