AN ESOMAR WORLD RESEARCH FORUM
Experience: The Heart of a New Category
Jolie HellingsAbstract
What is a brand? A symbol? Space in your mind? The bright shiny object? In technology it seems there is something new every day and the tools are there to change things instantly. In this mix, yet another new category and a new product are poised for attention. We know consistency is key to a successful, healthy brand so how does one go about building a brand in this swirl of technology? This presentation provides a brief overview of the how experience is at the heart of bringing a new category to life with the backdrop of maintaining the disciplines of well established branding practices.
Jolie Hellings
Jolie Hellings works as the branding director on the Microsoft Surface team. A long time Microsoft employee, she has extensive experience in marketing, communications, planning and execution. This experience has spanned familiar products such as Microsoft Office and Exchange and solutions sold to a range of worldwide telecommunications companies. Prior to working at Microsoft, Jolie worked at Ketchum Advertising and Foote, Cone & Belding, both in San Francisco, CA. Today, she is responsible for branding, research and events for Microsoft Surface.
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