| A report on proceedings of Brandworks University 2008 Madison, Wisconsin, USA, June 3-4 2008 |
Day two: from Rocky to Stonyfield Farm
Carlos Grande
4 June
Digital media and David v Goliath brand case studies dominated the final day of the 2008
A common theme across the sessions was the potential economic returns for brands which, over the long term, authentically tapped into consumers' passions, no matter how niche-seeming, and stuck pugnaciously to this view.
Or if you prefer the conference host's salty idiom – borrowed from the Rocky movies – marketers were urged to "eat lightning and crap thunder
