We’re looking forward to having Maria Vranchnos (Peep Insights) share her ideas at PSFK Conference NYC 2009. Maria will be on a panel with moderator Gill Linton (The Joneses), Doug Jaeger (thehappycorp/Art Directors Club), Paul M Taylor (Diageo), and Paul Worthington (Wolff Olins) discussing the “brand new rules” needed to govern the behavior of brands in a world increasingly defined by changing social, cultural, technological and economic forces.
First, who are you and what do you do (in 150 words or less)?
I’m a socio-cultural researcher that loves to get beneath the surface and really understand what motivates people. I’ve always worked in the strategic planning and innovations arena. As former editor of the ‘L Report,’ the trend book immortalized by Malcolm Gladwell’s ‘Tipping Point,’ I directed primary research identifying influential trend themes and their impact on youth culture. More recently, I established Consumer Insight and Experience Centers for Philips DAP, to identify need states and inform product innovation activities in North America. Now I’m a principal at peep insights and get to design in-depth studies to help companies better understand people.
You’ll be sharing your ideas on the “Brand New Rules”. In one paragraph, can you explain what themes and ideas you hope to touch upon during the discussion?
In this climate of shifting social, cultural, technological and economic forces, nothing is more valuable than true insights. Fundamental business models are changing the rules in many categories, just as social networking has forever impacted how consumers interact. There is no denying that a deep understanding of consumer wants and needs will define brand survival moving forwards. Luckily, many of these changes, especially the advent of new forms of self expression and social networking, allow us to be more innovative in our insight mining approach. New methodologies have emerged and brands that harness their power to delve into the hearts and minds of their consumers will thrive.
5 hyperlinks to sites that provide you with inspiration:
To hear more from Maria, get your ticket for PSFK Conference New York now.