Social Currency 2012: How brands and businesses can prosper in a digitally connected world
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Today, seventy-five percent of all information generated in the digital universe is generated by individuals, and is doubling every two years. All this information - people talking about themselves or about brands - can be enormously valuable for companies and a source of competitive advantage. Social Currency is the degree to which consumers share a brand or information about a brand with others.
In 2010, Vivaldi Partners Group pioneered the concept of Social Currency, a tool to understand how customers’ and consumers’ behaviors have changed in the new digital and social world, and how to profit from the change. Vivaldi Partners Group very recently released a 2012 update to their landmark Social Currency Report.
The London Business School Marketing Club is proud to invite Dr. Erich Joachimsthaler, CEO of Vivaldi Partners Group, to London Business School to present his findings and insights on the topic of Social Currency.
After a career of 15 years in academics and extensive professional work experience in several large multinational companies, Erich founded Vivaldi Partners Group. He is actively engaged in many consulting projects for leading companies and brands. In addition to his consulting work, Erich does extensive research on global brands and the formulation of corporate and business-unit level strategies. Erich is a published thought leader and his book Brand Leadership, co-written with David A. Aaker, is considered a groundbreaking discussion in brand strategy. His book, Hidden in Plain Sight, focuses on the role of brands in creating economic value and growth for firms. Erich is also the author of more than 40 articles and case studies in leading academic and business journals, including Harvard Business Review, Sloan Management Review, and Businessweek.
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