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DLD Conference - DLDnyc 16: 'Reinventing Brands' with Linda Boff in conversation with Alan Murray
What is the strategy for taking a legacy brand and making it relevant for a digital audience? <BR>The changing rol...
2016-05-03 11:20:00 -0400
2016-05-03 11:40:00 -0400
PT20M
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548 West 22nd Street, New York, NY 10011


Reinventing Brands


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Center548, DLDnyc Stage 1
548 West 22nd Street, New York, NY 10011

Reinventing Brands

What is the strategy for taking a legacy brand and making it relevant for a digital audience?


The changing role and expectations of consumers in the digital age put a great importance on brand transparency. A strong brand identity in the digital age therefore requires the ability to bring internal change and external marketing together. Linda Boff, Chief Marketing Officer of GE and Allan Murray, editor of Fortune, discuss the importance of brand communication, content marketing and storytelling on the basis of GE’s strategy to become a digital industrial company.

SPEAKERS

Linda boff 3x4
Linda Boff
GE
CMO
GE
https://dld-conference.com/users/linda-boff
New York
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Alan murray headshot2 3 4
in conversation with
Alan Murray
Fortune / Time Inc.
Editor
Fortune / Time Inc.
https://dld-conference.com/users/alan-murray
New York
https://s3.amazonaws.com/dldwebsite-production/black_and_white_avatars/alan-murray/large/Alan_Murray_headshot2_quadrat.jpg


WATCH VIDEO

22:59

PHOTO GALLERY