Adobe and Amazon Take Top Spots in 2008 Liquid Brand Impact Awards
The 2008 Liquid Brand Summit, bringing together marketing leaders from the world's best known technology companies, took place yesterday at the Silicon Valley Four Seasons in Palo Alto, CA. Consisting of a full day of closed door sessions, brand marketers engaged in open discussions about the future of branding, focusing on the challenges and opportunities new technologies and communications models pose for today's brands.
The day's events culminated in the Brand Impact Awards gala, recognizing the best in breed from a comprehensive review of more than 250 technology brands, creating a new standard for measuring their effectiveness. The event was punctuated by the announcement of Amazon.com as the overall brand of the year based on awareness, consideration, preference and purchase intent - as well as brand reputation levels.
Amazon, in winning the consumer brand of the year beat out 109 other companies in 22 categories. Adobe topped the list of 95 B2B companies to take home the business category's overall honor.
"Adobe is widely recognized as an icon of innovation and creativity, and our brand embodies the many ways we help people create engaging experiences in virtually every medium," said John Travis, vice president of brand marketing for Adobe. "Our brand strategy focuses on bringing engagement to life through every customer
touchpoint, including product design, advertising, Web and customer
"The theme for Liquid Brand Summit 2008 was entitled 'What's Next?' and our award winners truly represent that philosophy, blazing new trails in technology marketing," said Scott Gardner, CEO of the Liquid Agency, who sponsors the Brand Impact Awards and is the host of the Liquid Brand Summit. "I'm continually amazed by the talent that convenes each year for these sessions, and this year was no exception."
The summit's unique round table format, led by some of the brightest minds in technology marketing, promotes lively, interactive discussion enabling participants to explore a variety of challenges their companies are facing or may encounter in the future. The Liquid Brand Summit 2008's objective was to uncover best practices that are helping technology companies build brand relevance and customer engagement in a time of radical change.
Kicking off with a keynote from TiVo Chief Marketing Officer Clent Richardson, the stage was set early to explore the evolution of brands in today's environment. The keynote was followed by nine breakout sessions, led by marketers from Dell, Adobe, Microsoft and more. These session leaders were featured in a panel later in the day, moderated by Fast Company's David Lidsky, to glean best practices which will ultimately be published on Liquid Agency's web site at http://www.liquidbrandsummit.com.
About Liquid Agency Inc.
Liquid Agency, Inc. is a leading Silicon Valley brand marketing firm specializing in the technology segment. Liquid provides strategy, design and implementation of comprehensive brand marketing programs designed to build brand awareness, differentiation and preference. Liquid's services include brand platform development, brand identity, advertising, packaging, Web and interactive services, and all types of marketing communications collateral. Ranked among the fastest growing companies in Silicon Valley, Liquid Agency has worked with some of the best known technology brands including Adobe, Ask Jeeves, Intuit, Microsoft, Sony, and Seagate.
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