Brands are held to a higher standard today than ever before. Racial and gender inequalities have forced brands to take a stand publicly. And how a brand responds to a crisis will ascertain if customers continue to use their product or services. Yes, the role of brands has evolved significantly, especially over the last 2-3 years.
As marketers, we have to stay abreast of trends and guide companies to effectively maneuver the digital era and thrive in today’s uncertain economy. In this session, the experts will discuss a range of topics, including:
• the importance of brand building
• dispel myths about branding
• brand vs. product marketing
• the role of analysts vs. influencers
• trends in branding
About the speakers:
President of Digital Innovation Research , Tech-Clarity
Jim Brown is the President of Digital Innovation Research for independent research firm Tech-Clarity. He covers the digital enterprise, PLM, PDM, IoT, portfolio management, digital manufacturing, and other solutions for manufacturers.
Jim founded Tech-Clarity in 2002 and has over 30 years of industry experience in the manufacturing and software industries. He began his career in manufacturing engineering and software systems at GE before pursuing management consulting at Andersen Consulting (Accenture). He subsequently served as a strategy, marketing, and product development executive for software companies specializing in ERP, PLM, Supply Chain, and related manufacturing solutions. He has a BS in Mechanical Engineering from the University of Maryland, College Park.
Jim is actively researching the impact of digital transformation and technology convergence in manufacturing. His research analyzes the business value available from new initiatives and technologies including cloud computing, advanced analytics, product innovation platforms, service transformation, augmented reality, the digital twin, and the digital thread.
Mr. Brown is an experienced author and speaker and enjoys engaging with people with a passion to improve business performance through digital enterprise strategies and supporting software technology. When he’s not focused on technology, he is a scuba instructor and plays in an old guy ice hockey league.
Founder and CEO , Brand and Buzz Marketing
A tech evangelist, Parna Sarkar-Basu serves as a strategic advisor to transformational leaders and tech pioneers, and helps them launch and reinvent companies. A brand architect, Parna designs powerful programs to build and boost brands – corporate and individual. She also spotlights entrepreneurs and innovators and elevates them to industry thought leaders.
Her expertise include changing industry perception, building market relevance, corporate (re)-positioning and new market entry as well as supporting fund raising activities. Recipient of multiple awards, she has propelled numerous tech companies into innovation leaders in highly competitive markets, including artificial intelligence and enterprise software to robots and consulting services.
She frequently speaks and writes on a range of topics, including robotics, future of work, innovation for social good, digital transformation, tech trends and automation’s impact on the workforce.
A STEM champion, Parna builds and supports programs to inspire women in technology and future innovators. She empowers women entrepreneurs by expanding their digital footprint so they can enhance their personal brand and grow the business. Parna serves on multiple boards, including WITI (Women in Technology International) and American Marketing Association Boston.