The Relationship Economy - Are New Success Currencies Needed to Match the Evolution of How Brands Interact with Consumers?

Marketers from most industries witness a gap between the mechanic modeling of brand success and today’s reality of consumers’ experience with brands, leading to deeper, more interactive relationships. This evolution of the consumer-brand paradigm has extreme implications for brand management, which GfK explored through new frameworks and will discuss during this session.

Speakers:
James Conrad – Managing Director, GfK Custom Research North America, Brand & Communications
Helen Zeitoun – Managing Director, GfK Custom Research France
Erin Tapia - Director of Strategy and Planning, Lowe's