Date: January 15, 2007

Speaker: Ed Delia, Delia Associates

Topic: When Brands & Technology Collide: Creating New Revenue Opportunities with “The Fusion Factor”

The purpose of this presentation is to demonstrate how many recent product or service breakthroughs are less the case of a pure and great creative idea, and more of a creative “fusion” of two entities or ideas to create something entirely new. We will start with some basic examples of fusion at work, such as fusion cuisine, and fusion of consumer electronics.

We will then explore the Internet and show how it has been a convenient fusion partner to some truly remarkable ideas, YouTube, MyYearbook, Blogging, Wikipedia, etc. Throughout the presentation, a number of case studies will be shown, to help audience members think creatively about fusion in their own businesses, in addition to showing what is possible when the Internet is used as a fusion partner.

This presentation will advance audience members’ understanding of the Internet as more than an “electronic brochure.” When Internet and a company’s core brand attribute fuse effectively, the possibilities, and revenue opportunities, are nothing short of remarkable.

The presentation will cover:

1. Branding Basics – what it is, what it is not.
2. Examples of niche brands - Small is the New Big, Weird is Good, and Niche is Nifty.
3. Web Usage statistics and projections
4. The Basic Premise Behind the Fusion Factor
5. Examples of The Fusion Factor at Work
6. When the Internet is used as a Fusion Partner – Examples
7. How to “Get out of the Box” and think creatively about Fusion