Cross-Channel Brand Management

Date:

May 05, 2010 - 1:00 - 2:00 EDT

Cost: $50.00

David Roth from MISI Company will discuss Crafting and managing effective cross channel brand experiences requires adherence to some guiding principles. Those principles include having a clear understanding of the experience you are trying to create, understanding the people you are creating the experience for, aligning your company’s people and systems around the facilitation of that experience, and putting in place effective systems of governance, measurement and continuous improvement. In this webinar he will discuss the importance of adhering to these key principles and outline some basic techniques for doing so.

Special attention will then be paid to a critical component of consistent, cost-efficient management of cross channel experiences: marketing asset management.

Seth Maislin and Gordon Castle from Earley & Associates, Inc. will discuss Digital asset management and marketing asset management is becoming an essential component of cross channel marketing programs. In many organizations the responsibility for creating marketing assets is decentralized and siloed by channel. One group is working on email marketing, another on web commerce, others on social media and still other groups on more traditional print and broadcast. A centralized, taxonomy-driven repository is foundational for building capabilities of re-use and evaluation in the brand management space.

Speakers

David Roth

Vice President, Experience Design (XD) , MISI Company an NTT DATA Company

Dave heads MISI’s Experience Design (XD) group – a group of strategists, experience architects, visual designers and technologists whose mission is to help ensure the success of every interaction between a business and its target audience.

His 30 years in communications have included award-winning work in documentary and corporate film/video, print advertising, and interactive application development for distribution on laser disc, CD-ROM, and the Internet. His interactive experience includes over 10 years of writing and designing applications for computer-based training/education, public access kiosks, enhanced music CDs, public web sites, intranets, and extranets. Dave’s experience with a broad array of media provides him with a firsthand perspective on the power of integrated communications programs.

Dave is a Stanford University grad, a SF 49ers fan and a member of the Single Malt Scotch Whiskey Society.

Title: Cross-Channel Brand Management

Seth Maislin

Taxonomy Consultant , Earley & Associates

Seth Maislin is an indexing and information architecture consultant, specializing in the construction of navigable information hierarchies, knowledge retrieval systems, and indexes. He is an adjunct instructor at Bentley College, Middlesex Community College, and Simmons College, all in Massachusetts. Seth served on the national board of the American Society of Indexers, including as president in 2006-7. Prior to joining Earley & Associates, Seth worked with a large variety of clients, such as the United Nations Library, Mattel, the Massachusetts Institute of Technology, and PeopleSoft. He has written several articles for professional print and online periodicals.

Title: Cross-Channel Brand Management

Gordon Castle

Senior Consultant , Earley & Associates

Gordon Castle is a visionary executive with expertise in business and technology planning, change strategy, and developing ideas that shape the future of the Media & Entertainment industry. He is an accomplished technology strategist with proven experience conceiving, planning, and executing large-scale initiatives that have a direct influence on the success of an organization. He has a proven track record generating ground-breaking ideas and facilitating implementation and training efforts to capitalize on emerging technologies and business opportunities.

Previously, he was the senior technology fellow for production at Turner Broadcasting System, Inc. Before that, Castle was senior vice president of CNN Technology, directing the overall management of technical content projects for CNN. Castle was responsible for the analysis, acquisition and implementation of technology that CNN employs for the gathering, production, and distribution of news. During his tenure at CNN, he led initiatives to move CNN to an integrated digital workflow, built one of the largest digital media archives, and implemented low cost field production and acquisition systems.

As a Senior Consultant, Gordon helps media and entertainment producers, distributors, and solution providers create sustainable value by employing innovative processes that balance business goals, improve operations, and leverage technology. Client engagements often include strategic planning, large project implementation, and acquisition analysis. His insights and capabilities enable clients to transform and grow their businesses through technology.

Castle is the recipient of numerous awards and honors for Media & Entertainment industry accomplishments, including:

Title: Cross-Channel Brand Management

Cross-Channel Brand Management

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