BRITE '13 mixes academic theory with best practice

Geoffrey Precourt

The annual BRITE conference is an assembly sponsored by the Columbia Business School's (CBS) Center on Global Brand Leadership, and features a mix of brands (as you might expect), innovation, and technology.

BRITE '13 promises to be heavier on the innovation and technology ends, although presentations from the likes of PepsiCo, Intel and Meredith Corp. will drill down on brand strategy and best practice.

The conference also gives marketers a chance for exposure to thought leadership, with a number of speakers drawn from the Brand Leadership center, as well as the Business School faculty.

One of the highlights from the two-day session will be a presentation from Aimia, a Montreal-based loyalty marketing company, which teamed up with the CBS Center on Global Brand Leadership to do a study on "showrooming", where shoppers come into a store to view products, pick out what they want … and then use their mobile phone to find the best price elsewhere.