Everyone wants to build a brand that moves people. Few can prove they're doing it.
Join Bose CMO Jim Mollica and MarketCast CEO Lana Busignani for a candid conversation on building emotional and behavioral connections that turn casual viewers into passionate advocates and measuring it while the moment still matters. You'll walk away understanding where emotional resonance meets behavioral impact, and how to stop measuring what's easy and start measuring what actually matters.
Everyone wants to build a brand that moves people. Few understand what that actually means, and even fewer can prove they're doing it.
Moving people isn't about reach. It's not about impressions, and it's not about a single moment of attention. It's about creating experiences across content, advertising, and sponsorships that make people feel something and then do something. The brands that get this right don't just show up in culture. They shape it.
Join Bose CMO Jim Mollica and MarketCast CEO, Lana Busignani for a candid conversation about what it looks like in practice to build the kind of emotional and behavioral connection that turns casual viewers into passionate advocates, and how to know it's working while the moment still matters. And in a year defined by some of the biggest live sports moments in a generation, the bar for what it means to truly connect has never been higher.
Join Bose CMO Jim Mollica and MarketCast CEO Lana Busignani for a candid conversation on building emotional and behavioral connections that turn casual viewers into passionate advocates and measuring it while the moment still matters. You'll walk away understanding where emotional resonance meets behavioral impact, and how to stop measuring what's easy and start measuring what actually matters.
Everyone wants to build a brand that moves people. Few understand what that actually means, and even fewer can prove they're doing it.
Moving people isn't about reach. It's not about impressions, and it's not about a single moment of attention. It's about creating experiences across content, advertising, and sponsorships that make people feel something and then do something. The brands that get this right don't just show up in culture. They shape it.
Join Bose CMO Jim Mollica and MarketCast CEO, Lana Busignani for a candid conversation about what it looks like in practice to build the kind of emotional and behavioral connection that turns casual viewers into passionate advocates, and how to know it's working while the moment still matters. And in a year defined by some of the biggest live sports moments in a generation, the bar for what it means to truly connect has never been higher.
Speakers
Key Takeaways
- What "moving people" looks like differently across media and brand, and where those perspectives converge
- How the best brands balance emotional resonance with behavioral impact across campaigns, live events, and partnerships
- What it takes to stop measuring what's easy and start measuring what actually matters
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