11:25am
For a brand, having status generally means it is perceived as having a high level of prestige, recognition, and desirability. Traditionally this was associated with quality, luxury, and exclusivity. Is this still true today? Does this hold true across generations? Has Brand Status been redefined for entertainment? And if so, what does this mean for the business of TV and advertising, what is the impact, and where are the opportunities and obstacles? Concepts and terms to be defined and discussed in this session include: quality and prestige content, platforms, celebrity, influencer, reputation, “must-watch/use/be on,” “can’t live without” and more.
The session will feature the presentation of new research, followed by a panel discussion. Presenters and panelists include:
Debi Pomerantz, Former SVP of Global Research and Consumer Insights, Direct-to-Consumer, discovery+
Jon Giegengack, Principal, Hub Entertainment Research
Liz Huszarik, Managing Partner, Maverix
Mike Bloxham, EVP of Global Media and Entertainment, Magid
