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Sir Gordon Wu Distinguished Speaker Forum (China)
Monday, November 24, 2012
Rediscovering the Art of Brand Marketing in China’s Digital Age
Featuring Tom Doctoroff, Asia Pacific CEO, JWT, and author, “Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing” (Palgrave Macmillan, Nov. 11, 2014)
Columbia Club, 15 West 43rd Street, New York
Reception at 6:00 p.m. Lecture at 6:30 p.m.
Mass media is alive and well as a key tool for long-term brand building. However, in China and throughout the world, the landscape of brand communications has fundamentally evolved since the rise of digital media. Brand advocacy, or harnessing the power of technology to establish a one-on-one dialog between consumers and manufacturers, provides a potent platform to increase shopper loyalty and profit margins. In order to efficiently leverage a new digital canvas, marketers will need to complement the traditional model of broadcast communication with a new model that triggers participatory digital engagement to spread the word, transforming owned media into earned media.
In a lively, case-filled presentation inspired by his new book, “Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing," (Palgrave Macmillan, Nov. 11), JWT Asia Pacific CEO Tom Doctoroff will uncover how today's savviest marketers are driving brand advocacy.
What you'll learn:
- the marketing implications of this new paradigm
- the topography of China’s digital landscape including the role of online opinion leaders
- the motivations of hundreds of millions of empowered netizens that can be satisfied through brands
Registration is required; register here. There is no cost for this event. Please RSVP by Friday, November 21, 2014
About the Forum
The Sir Gordon Wu Distinguished Speaker Forum at Columbia Business School promotes the academic study and professional understanding of China's economy and business practices. By bringing recognized business leaders and policymakers to New York to share their perspectives on this vital region, the Sir Gordon Wu Speaker Forum informs and engages Columbia Business School faculty, students and alumni through an active dialogue about China and its prospects in the 21st century. The lecture takes place twice a year, in the fall and spring. Chazen signature events are open to Columbia Business School alumni, current students and their guests.
The Sir Gordon Wu Distinguished Speaker Forum at Columbia Business School was made possible by the generosity of Sir Gordon Wu and the Wu family.
Spring 2014: Hong Kong at a Crossroad: What Strategic Choices Does It Have Amid China's Internationalization? featuring Charles Li, chief executive, Hong Kong Exchanges and Clearing Limited. Watch the video. View photos of the event on Facebook.
Spring 2013: Can China Remain a Breakout Nation? featuring Ruchir Sharma, Head of Emerging Market Equities and Global Macro, Morgan Stanley Investment Management and author of Breakout Nations: In Pursuit of the Next Economic Miracles. Read the event recap.
Spring 2012: Clean Energy: What Makes a Good Investment? featuring Pin Ni, President, Wanxiang America Corp. Read the event recap.
Fall 2011: China: An Insider's View on Investing and Private Equity featuring Shujun Li, Founder and Managing Partner, Trustbridge Partners. Read the event recap.
Spring 2011: Effective Leadership in a Multicultural Work Environment featuring Linda Tsao Yang '48, Chair, Asian Corporate Governance Association; former Ambassador and U.S. Executive Director, Asian Development Bank. Read more on the event.
Fall 2010: Moving Toward a New Business Paradigm, featuring Jack Ma, Founder and Chairman, Alibaba Group. Click here for full coverage.
Spring 2010: Economic Implications of the Property Market Boom in China and Hong Kong featuring Ronnie Chan, Chairman, Hang Lung Group Limited and Hang Lung Properties Limited; Chairman of the Executive Committee, Better Hong Kong Foundation. Click here to view the video.
Fall 2009: Hong Kong Exchange: A Small Player in China's Great Economic Reform featuring Lawrence Fok '76, Executive Vice President, Head of Issuer Marketing Division, Hong Kong Exchanges and Clearing Limited
Spring 2009: Client Centricity in the Age of Emerging Chinese Global Influence featuring Wei Christianson, CEO, Morgan Stanley China
Spring 2008: Wisdom of Choice, featuring Kai Fu Lee, President, Google, Greater China.
Fall 2007: Real Estate and Policy in China: A Two Way Street, featuring Jun Tang, President, Beijing Land Capital Ltd.
Spring 2007: Investing in China: A New Era Has Arrived, featuring Frank Tang, President, Temasek Holdings (HK) Limited.
Fall 2006: Brand Revolution in the Age of Consumerism: An Olympic Feat for China, featuring Steven Yung, Chairman of the Board, Clear Media Limited.
Spring 2006: Doing Business in China: Outsourcing and Supply Chain Management, featuring Dr. Victor K. Fung, Chairman of Li & Fung.
2005: Perspectives on Investing in China, featuring Sir Gordon Wu and Dean Glenn Hubbard.
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Frequently Asked Questions
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The Chazen Institute does not have members; most of our programs are open to anyone. All current students and faculty receive our mailings.
Email us at email@example.com, or call 212-854-4750. Our mailing address is Columbia Business School, 3022 Broadway, Uris Hall 2M2, New York, NY 10027. Our fax number is 212-851-9509.
Winter study tours are announced in May; spring tours are announced in October. Check our study tour page for updates.
Alumni are welcome at most of the events we sponsor. Alumni can also learn another language through the Chazen Language Program. Be sure to sign up for the Chazen Institute email list on the alumni website to receive notification of upcoming events.
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November 24: “Rediscovering the Art of Brand Marketing in China’s Digital Age” with Tom Doctoroff, Asia Pacific CEO, JWT.
Get more info and register