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From Creating a Cohesive Brand to the Evolution of Consumption

 - May 9, 2013
These keynotes on brand persona demonstrate just how important it is for companies to have a clear and defined vision of what their brand represents and what they want their brand to accomplish. The most successful brands in the world are constantly reinventing themselves in order to satisfy the hectic demands of consumers, but they always stay true to roots and their vision.

Innovation keynote speaker Jeremy Gutsche believes that one of the most effective ways to build a strong, innovative brand and persona is to get in touch with consumers and to truly understand what is they want from a particular product. These cultural connections with consumers will provide infinite long-term benefits for brands in the years to come.

Doug Stephens introduces the concept of the 'Third Shelf.' This concept focuses on the experience consumers have on their own with a particular product. The Third Shelf exists outside the store and outside a consumer's home -- it is how they interact with that product online, through a catalog or in a campaign. This plays an integral role in establishing a brand's persona and is becoming increasingly important in our world of digital consumerism.