How L'Oreal used 'Zombie Boy' on the new path to purchase

This report from the Brite Conference on Branding covers the address of Marc Speichert, CMO of L'Oréal USA, who discusses how digital media creates new, low-cost ways for brands to influence the path to purchase.

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...

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