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Creating and Cultivating Brand Connections

06/06/07 - 06/08/07
Minneapolis, MN

- Agenda
- Conference Summary
- Conference Presentations
- Photographs
- Executive Director Wrap Up
- Evaluation Form
- OnTopic@MSI

Co-sponsored with the Institute for Research in Marketing at Carlson School of Management, the conference will be held at the Carlson School of Management at the University of Minnesota, and the Radisson Plaza Hotel, Minneapolis, MN.

Connecting with customers has never been easier—technologically. Connecting with customers emotionally is another matter! Gone are the days when customers were targets and brands did the positioning. More than ever, consumers are connected to and influence each others' perceptions and buying behavior—and brands are in the crosshairs. Only those that know how to (co)create relevant brand meanings and cultivate true brand communities will thrive. What are the sources of deep connections between a brand and its customers? How and when must brands "let go" to grow? And what's in it for the customer? Join us to explore the latest thinking and practice on brand management in a connected world.

Creating and Cultivating Brand Connections
Prepared by Christine M. Bennett and William Hedgcock, 2007 [07-303]
Summarizes the proceedings of MSI's conference on "Creating and Cultivating Brand Connections" held June 6-8, 2007, in Minneapolis, Minnesota, co-sponsored by the Institute for Research in Marketing, Carlson School of Management, University of Minnesota, and co-chaired by Rohini Ahluwalia and Akshay Rao, University of Minnesota.