2015

"The Whole Idea: Building Brands at the Speed of Culture"

The advertising industry likes to say “it’s all about the big idea.” But dramatic changes in culture driven by the rapid rise of social media have changed the very nature of what it takes to build a brand. And entirely new ways of making advertising. This seminar will explore an entirely new approach to brand building that unifies top-down storytelling with bottom-up social participation as seen through the lens of the revolutionary Beats by Dr. Dre body of work.