2009 ANA Brand Conference: Igniting a Brand Movement

How are some brands able to spark an emotional connection with their consumers that will generate a level of fervor and advocacy for the brand? A brand movement is defined by the brand’s personality and set of values, and provides a rallying cry for the consumers who actively express their affinity for the brand.

How do you create the brand story? How do you attract customers to actively engage with your brand? What purpose does your brand serve in the lives of your consumers? How do you build your brand community? The 2009 ANA Brand Conference explores these concepts with real-world examples from client-side marketers who are building their own brand movements.