How L'Oréal used 'Zombie Boy' on the new path to purchase
Geoffrey PrecourtWarc
In an address he called, 'The Path to Purchase – Moving at the Speed of Digital', Marc Speichert, L'Oréal USA CMO, discussed "a purchasing funnel that is more multi-dimensional, with new media changing the way consumers consider, evaluate, buy, and advocate for your brand."
Speaking at the Brite Conference on Branding (presented by the Columbia University Business School's Center on Global Brand Leadership), he showed how new media means new ways to navigate the path to purchase – and the opportunity to get on people's...