Name
Taking a Niche Subject Mainstream: How to Stay True to Your Brand’s Identity Throughout Massive Growth
Date & Time
Monday, October 22, 2018, 10:00 AM - 11:30 AM
Izzie Lerer YuJung Kim Joanna Zelman
Session
Taking a Niche Subject Mainstream: How to Stay True to Your Brand's Identity Throughout Massive Growth
Hosted by The Dodo
 

After taking a niche category (animals) mainstream, The Dodo has become the #1 media company in the world by social engagement in under four years. This session—with real puppies—will show how you can apply The Dodo’s approach to content creation and audience engagement to any business through quality content that evokes emotion and reaction and why it’s necessary to scale across platforms with platform-specific content. Attendees will learn how to stay true to your brand through exciting periods of rapid growth and how The Dodo maintained its brand integrity across various platforms and formats including short-form, mid-form, and linear TV and why new, quality IP fuels a brand’s identity regardless of platform.

Session Type
Fast Track
Theme
Entrepreneurship
Time Block
BLOCK 2 – Morning
Original cap:
40
Taking a Niche Subject Mainstream: How to Stay True to Your Brand's Identity Throughout Massive Growth 
Hosted by The Dodo
Approx. travel time by mass transit:
From Convene: 15 min