Videos on Columbia Business School

At the BRITE ’12 conference, a panel of leading experts (below) in global marketing share their insight on the power of purpose-driven efforts by top brands and their role in building sustainable relationships with consumers. Many companies face the challenge of demonstrating sincerity and authenticity to consumers as they embark on creating products, services and messaging with a conscience. Successful brands are those that connect purpose with their values and establish trust through transparency.

Panelists:
Linda Boff; Executive Director, Global Digital Marketing, GE
Carol Kruse; Senior Vice President of Marketing, ESPN
Fabian Pfortmueller; Co-Founder, Sandbox
Ian Wolfman; CMO, imc² [moderator]

The BRITE conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School. (briteconference.com | globalbrands.org)