David Rogers honored with Brand Leadership Award at the World Brand Congress
New York, NY, November 18, 2009 -- David Rogers, Executive Director of the Center on Global Brand Leadership at Columbia Business School, was given the prestigious "Brand Leadership Award" at the 18th annual World Brand Congress held on November 4th & 5th in Mumbai, India. Rogers also served as Keynote Speaker at the event, which had the theme "Brands - Recharge, Innovate, Re-engage in Today’s Times."
In line with this theme, Rogers’ keynote presentation was titled: "The Network Is Your Customer: 5 Strategies for Brands in a Digital Age." In the address, he asserted that the prevailing methods of marketing to customers are broken. In this new age of customer networks, brands can no longer be built by broadcasting messages via mass media to passive consumers. He characterized today's customers as dynamic, independent and connected, with enough power and influence online that they are both a companies’ biggest threats, and its greatest marketing assets.
Rogers went on to caution that merely setting up Facebook pages and Twitter accounts is not an adequate way to tap the power of customer networks. To thrive today, he stated, brands must know how to innovate products, services, and communications that help networked customers do what they most want to do -- access, engage, customize, connect, and collaborate in the digital world. According to Rogers, these five network strategies, which he discussed in depth, will ensure the success of any brand in the digital age.
The World Brand Congress is an annual event attended by over 500 influential marketers and brand experts from top organizations from 60 nations around the world.
David Rogers is the Executive Director of Columbia Business School's Center on Global Brand Leadership, for 10 years the leading global forum on branding issues for researchers and executives. He is the host of the center's acclaimed BRITE conference, a global series of conferences and CMO summits on brands, innovation, and technology. He is the co-author, with Bernd Schmitt, of "There's No Business That's Not Show Business: Marketing in an Experience Culture" and co-editor of "The Handbook on Brand and Experience Management." Rogers twitters at twitter.com/david_rogers and blogs at davidrogers.biz.
The Center on Global Brand Leadership at Columbia Business School is the leading forum worldwide for executives and researchers addressing the challenges of building and sustaining strong brands. The Center provides today's leaders with innovative branding solutions and a global perspective through a network of partner centers at leading schools in China, Germany, Korea, Spain, and Singapore.
Center on Global Brand Leadership: www.globalbrands.org