Patrick Collings is a founding partner of Sagacite Brand Agency, a strategic brand consultancy that works with senior management to develop innovative and robust brand strategies that combine business requirements with creative and effective implementation.

Patrick, who studied at Wits Business School and Henley Management College, frequently writes on brands and branding for various publications and presents at conferences and workshops. He is also the author of the internationally respected Brand Architect blog. His current areas of consulting and research include holistic brand strategy, digital brand strategy, branded entertainment, and the intersection of the management consulting and marketing services industries.

Topic

Connecting brands with audiences in virtual environments

Brands are increasingly following their consumers into virtual environments which are growing in number, complexity, richness of experience and commercial opportunities. Initial attempts by brands to connect with their audiences in these virtual environments have had mixed results. The presentation assesses the various brand strategies employed and proposes guidelines to help brands connect, engage and inspire in virtual environments. The guidelines will draw on the fields of branded entertainment, aspirational branding and user-generated content. The presentation will also offer insights into the future of virtual environments and what this means for society and brands.