{"id":14438,"date":"2015-10-12T11:22:22","date_gmt":"2015-10-12T10:22:22","guid":{"rendered":"http:\/\/essentiallypop.com\/epop\/?p=14438"},"modified":"2015-10-12T11:22:22","modified_gmt":"2015-10-12T10:22:22","slug":"superbrands-to-superfans-seminar-at-henley-business-college","status":"publish","type":"post","link":"https:\/\/essentiallypop.com\/epop\/2015\/10\/superbrands-to-superfans-seminar-at-henley-business-college\/","title":{"rendered":"‘SuperBrands to SuperFans’ – Henley Business College"},"content":{"rendered":"

\"superfans\"<\/h4>\n

Henley Business College, part of Reading University, was the venue for last week’s ‘Super Brand to Super Fan’ seminar. Introduced by Helen Gammons, the Programme Director for the MBA for the Music and Creative Industries at Henley, and chaired by Rafael McDonnell from CAA (Creative Artists Agencey), the day brought together members of the music and marketing community, as well as students attending the College’s MBA course.<\/strong><\/h4>\n

The premise of the seminar was that creating a \u2018Superfan\u2019 has to be the ultimate goal for all brands. The ultimate customer that is both an advocate and a key influencer.<\/p>\n

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“Many music artists are experts at developing relationships with their fans via social media. \u00a0Their reach can be a tremendous asset to a brand, but it is important to the success of such a partnership that both parties share complementary objectives and understand how best to engage fans throughout the campaign.”<\/i>\u00a0Rafael McDonnell<\/b><\/p>\n<\/blockquote>\n

Superbrands are those whose names trip easily off the tongue: Coca Cola, Microsoft, Apple, McDonalds, Google.<\/p>\n

Superfans are people who have an obsessive admiration for a person or brand.<\/p>\n

The seminar was in two parts, with speakers in the morning, and question and answer panels in the afternoon.<\/p>\n

Opened by Helen Gammons, Programme Director of Henley’s MBA for the Music and Creative Industries, it was chaired by Rafael McDonnell, from Creative Artists Agency (CAA).<\/p>\n

Guest speakers included Olivier Robert-Murphy, Global Head of New Business at Universal Music Group; Alec Samways, CEO of Splendid Communications; Jason Legg, Head of Client Services at The Physical Network; Professor Jonathan Shalit, OBE, Chairman of ROAR Global.<\/p>\n

After lunch we were treated to two question and answer panels, the first a Talent Manager Panel, featuring Jonathan Shalit; Dan Parker, Founder of 84 World; and Karthy Mashadi, Co-Founder and manager of Prism Music Group, and manager of ‘The Drifters’.<\/p>\n

The second was a Super Fans Panel, featuring Travers Lee, CEO and Founder of Stereotribes; Richard Marshall, CEO and Co-Founder of Influence Digital; and Juliana Meyer, CEO of SupaPass.<\/p>\n

The event ended with a private performance by The Drifters.<\/p>\n

It was an incredible day, but the most significant things we came away with were:<\/p>\n