Part 1: “Creating a Family Brand”
Kristen Van Cott discusses how consumer products companies are expanding into branded entertainment and the particular challenges involved when developing branded content for a family audience. Van Cott focuses on how this strategy can help to build a deeper relationship and provide another level of loyalty and connectivity with a company’s consumer base.
Part 2: “The 99: A Case Study in Diversity – The Power of Positioning”
Naif Al-Mutawa discusses how a brand developed out of the sands of Arabia was moulded for global sensibilities while staying true to core concepts that are local. In a region not known for developing modern day IP, THE 99 has soared into global awareness racking up numerous awards and accolades including the public admiration of President Barack Obama.
Part 1:
Christophe Erbes, Author and Consultant, MEDIA (C)NSULTING
Kristen Van Cott, Senior Vice-President of Creative Development, Skechers Entertainment and Co-Executive Producer, ZEVO-3

Part 2:
Dr Naif Al-Mutawa, Founder and CEO, Teshkeel Media Group KSC

About Author

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for B2B events MIPTV and MIPCOM, Midem (music industry) and MIPIM & MAPIC (real estate & retail). He is based in Reed MIDEM's Paris office.

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