As brands finally begin to deliver on the promise of a 1-to-1 relationship with their customers (through social media, mobile, and data-driven tools), it is critical to develop a new foundation for that relationship. This requires brands to leave the “broadcast relationship” and, instead, build a relationship sharing communication, innovation, and the very product/service itself. Insight into this relationship can be found in the structure, language, and use of APIs (Application Programming Interface). APIs provide a set of rules – a language for connecting to data and services. To remix. To build. To leverage. To extend. Many API calls provide explicit metaphors for the ways brands can connect to customers. Generally, the API relationship provides insights into the role of brands in the customers’ life. This conversation will explore these metaphors, share case studies, and work to build a language for better connecting consumers with their brands.
Speakers
Professor, Chair & Co-Dir | Interactive Media Studies Miami...
Professor & Co-Dir | Interactive Media Studies Miami University...
Type Interactive,
Core Conversation
Hashtag #sxsw #brandasapi
Theme Branding and Marketing
Level Advanced
Website http://schedule.sxsw.com/2012/events/event_IAP13812
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