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Wednesday November 21, 2018

BRITE Conference Continues Today at Columbia

Following up on our coverage yesterday of the BRITE conference at Columbia University, we obtained some more interesting insight from David Polinchock's blog on today's sessions.

Seth Godin opened with a conversation about tribes, which are either centered around spiritual beliefs, work or community. He explained that the success of a brand will depend on its engagement with tribes.

During Session 4, which focused on the way new media will impact marketing in the future, a prediction was made that in ten years, brands will respond more to consumers than the other way around. Some might argue that this could happen before 2019 as Skittles has already largely given up control over its message to buyers.

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