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.
> BRITE Conference Begins at Columbia