top tweets from BRITE conference on how technology and innovation are transforming the ways companies build and sustain great brands

1. 1
BRITE Conference 2011
presented by Columbia Business School Center on Global Brand Leadership
On March 1-2, 2011, business leaders and students
gathered to discuss how technology and innovation
are transforming the ways that companies build and
sustain great brands.
Twitter was a flutter – here are the top tweets
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

2. 2
PPL say they want more choice
but what they really want a better
choosing experience
- @Sheena_Iyengar -- Sheena Iyengar, S.T. Lee
Professor of Business, Columbia Business School
via @bretsanford
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

3. 3
cbs prof on art of choosing: we
are better off with more choices
when we are experts in choice
domain
(Sheena Iyengar, S.T. Lee Professor of Business,
Columbia Business School)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

4. 4
cbs prof @sheena_iyengar on
why marketer choice addiction:
all the incentives are not to cut
(esp investor perception)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

5. 5
trim # of products u sell w
increase sales If staff can't tell diff,
neither w cust
- @sheena_iyengar -- Sheena Iyengar, S.T. Lee
Professor of Business, Columbia Business School
via @polinchock
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

6. 6
Ceo of gn rsch: brands are not
created by ads, they are created
primarily by what we do
(Paolo Righetti, CEO, gn Italy, GN Research)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

7. 7
@msteib google video director:
social is an activity, not 3 websites
like facebook (they're destinations
for social connections)
(Mike Steib, Director of Video Ads, Google)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

8. 8
@senatorbolton +
@jasonclement : find ways to
scale one to one conversation (it's
not about getting army of interns)
(Josh Millrod, Digital Strategist, and Jason
Clement, Director of Emerging Platforms,
Weiden+Kennedy)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

9. 9
Social is the antithesis of
traditional advertising
- @jasonclement – Jason Clement, Director of
Emerging Platforms, Wieden+Kennedy
via @BradJobling
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

10. 10
@senatorbolton +
@jasonclement from weiden-
kennedy: you can't socialize with
a million people (that's
broadcasting)
(Josh Millrod, Digital Strategist, and Jason
Clement, Director of Emerging Platforms,
Weiden+Kennedy)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

11. 11
Old model of advrtisig 20% of
budget 4 content, 80% distribn.
Now 80 n 20
- @jasonclement – Jason Clement, Director of
Emerging Platforms, Wieden+Kennedy
via @BradJobling
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

12. 12
@rd910 dominos CMO: only when
you don't have a great story, do
you need" spin-ovations"
(Russell Weiner, CMO, Domino’s Pizza)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

13. 13
Frank eliason citibank CMO on
social as service: people don't
want to interact with logos-
service is all about people
(@FrankEliason -- Frank Eliason, SVP Social Media,
Citi)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

14. 14
@lukegwilliams of frog design:
when consumer behavior
changes, new brand thinking
must go along
(Luke Williams, Fellow, frog design)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

15. 15
@lukegwilliams of frog design:
obsessive focus on technology is
myopic- revolution is about
changing behavior
(Luke Williams, Fellow, frog design)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

16. 16
Reversals + denials (of a brand's
attributes) lead to breakthroughs
- @lukegwilliams - Luke Williams, Fellow, frog
design
via @laurencsaul
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

17. 17
Tim maleeny of Ogilvy: goal
shouldn't be 360 degree
marketing- find 10-20 degrees
that give most leverage
(Tim Maleeny, Head of Planning, Ogilvy North
America)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

18. 18
Tim maleeny of Ogilvy on the big
ideal (vs idea)- changing from
what do you want to say to how
do you want organization to
behave
(Tim Maleeny, Head of Planning, Ogilvy North
America)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

19. 19
@steverubel on adv vs pr- adv is
like bottom of satellite rocket (big
thrusters); once in orbit need
command ctr& perspective from pr
(Steve Rubel, SVP, Director of Insights, Edelman
Digital)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

20. 20
@Steverubel social media
shouldn't be 100% of 1 person's
job; should be 1% of 100 people's
(Steve Rubel, SVP, Director of Insights, Edelman
Digital)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

21. 21
co's earn greater trust when
nurture credible expert voices
-@steverubel -- Steve Rubel, SVP, Director of
Insights, Edelman Digital
-via @mrobbinsnyc
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

22. 22
broadcast model has lead up 2
try 2 socialize w Ms of ppl @ 1x,
but thn we're just broadcasting
via @polinchock
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

23. 23
@steverubel on meaningless # of
fb likes (vs attention)- is like bag of
chips, looks full but when open is
really empty
(Steve Rubel, SVP, Director of Insights, Edelman
Digital)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

24. 24
Ppl w consume content in ways u
cn't contrl. Plan content 4 mult
digi exper n platforms
via @juliehallboston
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

25. 25
We spend money gettg ppl's
attentn @start, but thn so ltl
money 2 maintain relationship
@polinchock
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

26. 26
"The Mother of Cause Marketing“
says capitalism on its deathbed
needs a human face
(@carolcone – Carol Cone, Managing Director,
Edelman Purpose)
via @danielle_L2
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

27. 27
44% of consumers switch brands
when realize co irresponsible
- Hudson Institute
via @StuffedNation
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

28. 28
use your employees to brand your
company www.iamfedex.com
- @rlhorne – Renee Horne, Director, Digital & Social
Media @ FedEx Corporation
via @bsobel226
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

29. 29
QR codes and UPC codes a
missed opportunity for serving
consumer a message
via @fi_shespeaks:
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

30. 30
Corebrand managing dir: short
term high brand value is not
necessarily desirable-must be in
relationshp w/ long term co
prospects
(Tim Robinson, Managing Director, CoreBrand)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

31. 31
When you think human 1.0 you
evaluate in the social context as
well as the marketing context
- @fgossieaux -- Francois Gossieaux, author of The
Hyper-Social Organization (www.human1.com)
via @isildursbane
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

32. 32
You need to focus on tribes now,
not market segments
@isildursbane
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

33. 33
You can't develop relationships
via a rule book, you need to
develop values. E..g @JetBlue
@isildursbane
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

34. 34
If you have mistrust as your
currency with your employees,
you will end up failing as a brand.
@isildursbane
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

35. 35
by making everyone risk
intelligent, ur nt only asking them
2protect ur brand but also
themselves.
@isildursbane
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

36. 36
u need 2B willing 2invest ur co's
social capital in order 2have
cons/users invest theirs. It's a 2-
way street!
@isildursbane
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

37. 37
Visa CMO: sharing is new giving-
participation is new consumption-
recommendation is new adv
(Antonio Lucia, Global Chief Marketing Officer,
Visa Inc.)
via @deniseleeyohn
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

38. 38
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn

39. 39
headlines from other cool conferences:
• Planning-ness conference
• Forrester’s Customer Experience Forum
• leadership lessons from World Business Forum
& The Retailing Summit
contact the curator: http://deniseleeyohn.com
top tweets from the BRITE conference (www.briteconference.com)
curated by denise lee yohn