Future of Brand Building and Brand Experience: The Blurring Boundaries between Advertising and Retailing

Co-sponsored with the Jay H. Baker Retailing Center, the WFoA held a conference in New York City on April 21, 2011: “Future of Brand Building and Brand Experience: The Blurring Boundaries between Advertising and Retailing.” The conference brought together marketing academics and practitioners to discuss and debate the blurring boundaries between advertising and retailing. Participants addressed the following questions:

Kahn
Barbara Kahn, Director, Baker Retailing Center, The Wharton School

 

  • Why some retailers benefit from economic downturn and others do not
  • How retailers can be convinced that high quality marketing services are worthwhile
  • How can digital technology be integrated with other marketing efforts and be used to increase total number of customers
  • How companies can distinguish between overhyped technologies and those that contribute to the bottom line
  • How online advertisements influence consumers’ offline behavior
  • What makes some products popular versus unpopular
  • What it means to move money to digital marketing and how companies should allocate their marketing dollars to other forms of digital media
  • How companies coordinate their different branches to deliver a cohesive brand experience to the consumer
  • How companies use their brands to “break through clutter”

Presentations

  • “A Framework for Understanding the Relationship between Advertising and Retailing”  – Barbara Kahn, Patty and Jay H. Baker Professor; Professor of Marketing; Director, Baker Retailing Center, The Wharton School
  • “Leveraging Technology in an Age of Empowered Consumers” – Sean Sondreal, VP of Strategic Marketing, Kohl’s Corp.
  • “Understanding Consumers’ Decision Making Patterns and Modes” – Joel Rubinson, President, Rubsinson Partners, Inc.
  • “Bringing Marketing Academics and Practitioners Together to Study the Blurring Boundaries between Advertising and Retailing and Research on Online and Offline Word-of-Mouth” – Jonah Berger, James G. Campbell, Jr. Memorial Assistant Professor of Marketing, The Wharton School
  • “Connecting the Online and Offline Shopping Experience” – Rob Goulding, Head of Channel Solutions, Google Inc.
  • “Connecting the Touch Points to Appeal to a Specific Target Segment” – Tony Spring, President & COO, Bloomingdale’s, Macy’s, Inc.
  • “Using Multiple Touch Points to Tell a Compelling Brand Story” – Kurt Kostur, Sr. VP of Marketing, HSN, Inc.