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How Connected People and Companies Are Winning Big in the Tech-Savvy Consumer Playground

Lisa Johnson
Roy Young
Wed., Jul. 25, 2007, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 4.5 star(s)

The Rise of the Connected Brand

You’ve felt a change in the air. The old business models are collapsing and there's a new generation of inspired, renegade consumers who are rewriting the rules. Meet the Connected Generation.

Marketing is quickly moving from a push advertising model to one where highly networked customers spread the word about new products and services, and pull in only the information that they find interesting or useful. This powerful, customer-controlled marketplace is creating massive opportunities for quick-witted newcomers and leaving many established companies, and even whole industries, scratching their heads.

The Connected Generation shares a common worldview and a technology-driven lifestyle. Using stories and fresh brand examples like MySpace, LinkedIn and facebook, Lisa reveals the five values that drive today’s connected consumers: experience, transparency, reinvention, connection and expression. You will learn key lessons from breakaway brands that have reshaped their infrastructure, revenue models, and architectures of participation with extremely successful results.

Using compelling visuals and current case studies, Lisa reveals the three-part DNA of a connected brand and outlines actionable steps toward increased sales, powerful word-of-mouth and opportunities for profitable collaborations. You will learn key lessons from breakaway brands that have reshaped their infrastructure, revenue models, and architectures of participation with extremely successful results.

This eye-opening talk cracks the code of the new market and provides insight into the multi-million dollar acquisitions and smart partnerships filling today’s business headlines. Regardless of whether you’re a marketer, an ad exec, a sales professional, the head of a nonprofit or a designer, you need to understand this colossal shift.


Lisa Johnson is the co-author of Don't Think Pink, author of Mind Your X's and Y's, and CEO of The Reach Group. A leading corporate trainer and brand consultant, Lisa has up-to-the-minute knowledge of market forces, trends and consumers' buying minds.

Lisa has worked with top companies internationally including Nike, Microsoft, Motorola, Starbucks, Kohler, Meredith Corporation, and Giant Bicycles. Her marketing concepts have appeared in Harvard Business School’s “Working Knowledge”, The New York Times Magazine, The Chicago Tribune and on NPR’s Marketplace. SoundViews named her first book, Don’t Think Pink, one of the top marketing books of all time.

Who Should Attend?

Marketing professionals in consumer-oriented industries. And if you're serious about understanding this market demographic, don't miss the companion seminar, Ten Cravings of Generation X&Y: Satisfying This Young and Lucrative Market.

What Will You Learn?

  • The essential new skill set necessary for navigating the connected marketplace.
  • How to identify patterns where others see complexity and confusion.
  • How to avoid money gobbling tangents and discard dated strategies.
  • How to take advantage of existing assets, partnerships, talent and resources.
  • How to evaluate new opportunities with greater clarity and insight.
  • How to identify your next steps and execute them with confidence.

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