The advent of the Digital Age has totally transformed the entire world. It is a true cultural revolution probably as impactful as was the invention of printing in the late 15th Century.And it has completely transformed the Brand Discourse. From the Brand controlling the message, to the Brand forced to stand an open conversation with the consumers, whichrequiring new Brand Skills such as good listening, humbleness and the ability to bounce back positively.Brand Discourse is no longer valuable if not totally transparent.The "Consumer 3.0" demands "full disclosure" from the Brands,which has brought up a new dimension in the Brand Discourse: the Brand Utility. The Digital Revolution is pushing the Brands to move forward andbecome useful to the consumers, beyond the commercial relationship.There will be a presentation showing specific cases from allover the world, explaining how the Useful Brand has become a Must for organizations in the new digital era.Followed by an open discussion where the participants are invited to ask questions and discuss the subject all together.

Presenter: Patrick Beauduin (Canada)
Language: English
Topic: The « Useful Brand » From « Being Noisy » To « Being Relevant And             Generous »
Agenda:
18:30 – 19:00 Registration & Networking
19:00 – 19:10 Part time MBA Program Introduction
19:10 – 20:20 Lecture
20:20 – 20:30 Q&A
Who should attend : senior managers who plan to pursue an MBA or EMBA
                                      degree.

Patrick Beauduin
Head of Digital Strategy, KEDGE Business School
One of the founders of HEC Montréal (Montreal Business and Management School)
As consultant and lecturer of
communication strategy at HEC Montréal
As creative director and communications
consulting at Lawyers
WithoutBorders，Reporters Without Borders and Doctors Without Borders Canada.
Former General Manager at radio-canada

More activities:
05-16 SJTU - Kedge Global MBA Afternoon Tea
06-10 SJTU - KEDGE MBA Info Session and Open Lecture
06-13 SJTU- Kedge Global MBA Afternoon Tea