“iConomics: Create a strong brand for the customized economy”

What is “iConomics?” Today, we can design our own running shoes. Create our own playlists. Pick the color combinations on our own cars. More and more, everything is about what we want, how we want it, and when we want it. In order to survive and thrive, businesses and products must be able to cater to their customers’ individual needs and desires. With the proliferation new technologies, Facebook, Twitter and a myriad of different ways of communicating, it’s more critical than ever to focus on building and managing a consistent brand.
 
To stay on solid ground and get an edge over the competition, brands still need to remain consistent. But they also need to have the kind of flexibility that allows consumers to interact with and experience the brand. iConomics is a philosophy that allows communicators to flesh out their brands in a way that’s never been possible before. This session includes the basics of branding, including brand positioning, strategy and tactics. It will then go on to explore how brands can stay strong in the face of a rapidly changing marketplace with customers who are now in the drivers’ seat.
 
Speaker: Domenick Rella
Partner:Creative Director
Rella:Cowan
Dom Rella has worked 25 years in advertising and marketing, honing a creative philosophy that has led to innumerable successful projects for clients and, not incidentally, won many awards. Prior to Rella:Cowan, he served as associate creative director for The Stone Agency in Raleigh and as an art director for The Zimmerman Group in Durham. Domenick also worked at Qualex, Kodak's photo finishing division, where he was creative team leader in charge of national branding for Target Film Developing and for developing point of sale and packaging for numerous major retailers.