Some of digital media’s brightest and most passionate branding minds were at Emerge Memphis yesterday for an event from LaunchMemphis and Southern Growth Studios, “Masters of the New Modes: Insights and Innovations from the Blending Worlds of Tech, Marketing and Culture.” Adrian Ho and C.C. Chapman, two leaders in innovation, interactive marketing and user experience gave a private workshop in the afternoon and a public panel at TechFuel yesterday evening.
Up first was Adrian Ho, Founding Partner of Zeus Jones (greater Minneapolis-St. Paul area), who discussed “Modern” vs. “Classic” Branding. Ho said “everything a company does is marketing,” so it should be a more closely-integrated role within companies, with marketing teams working together with teams such as customer service and product development to provide a cohesive user experience. In fact, Ho mentioned that his agency recently created a “User Experience” position, which focuses on the way people (end-users) actually interact with the product or service. That’s opposed to, say a communications or marketing expert.
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