Discussions and Workshops

Discussions and Workshops are 1 hour sessions suggested and led by Stream participants. Read on for the latest thinking with topics ranging from "Artificial Intelligence: will it overwhelm us?" to "Beyond 1.3 Billion - Modern China". For more, go to the Stream Medium page and YouTube. Or for a daily dose of Stream, you can find us on Twitter or Instagram.


Bastian Lindberg

Lambie-Nairn

The Tech Trend Trap - Have the principles of brand building really changed or have marketeers just lost their way (in the tech jungle)?

The marketing world seems to be obsessed with the possibilities of technology and overwhelmed by the sheer amount and pace in which they arise. And whilst a few leading heads of the industry, like P&Gs Marc Pritchard, already declare digital marketing as 'almost dead', the majority still just applies myriad tactics in an attempt to follow the latest trend. What is your observation? Does this behaviour come at the cost of loosing sight of the fundamental principles of brand building? And have these principles really changed, despite the amazing opportunities technology has created?

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