Bob Killian
Killian Branding Chief Creative OfficerBob Killian–creative director, branding consultant, company namer, digital strategist –has been building better brands to make clients more visible, more differentiated, and more relevant. In 1987 he founded Killian Branding, a strategic agency that has worked with clients in every category, of every size, and on three continents. A student of Darwinian adaptation, Bob has written extensively on how modern brands must adapt and evolve in a period of revolutionary changes in buyer behavior. His White Papers, featured on the agency’s website (killianbranding.com) are taught in a dozen graduate schools of business.
Meet Bob at:
SCIENCE: Panel: Tell Me An Accountable Story: Measuring Content’s Impact
Date/Time: 3:45 PM
Branded Entertainment, lush, high-touch campaigns, content marketing, native placements – all drive rich encounters with a brand’s stories. But marketers still have bottom lines, ROI and budget allocations to calculate. How is the value of content in all of its digital forms being measured, and optimized. What really measures “engagement” now? How are metrics and accountability being baked into campaigns from the beginning? What sorts of data do these programs cast off? And how is digital content performance being compared and reconciled with offline efforts and direct marketing? What is a story worth in today’s market, anyway?
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