Module 1 of the L2 Innovation Forum 2012 discusses brand marketing and its impact on consumer behavior.
Dean Peter Henry, NYU Stern
0 or 1, Winners and Losers in a Digital World
Scott Galloway, NYU Stern; L2
Science of Desire and Desirability
Baba Shiv, Stanford Graduate School of Business
Social Media and the End of Gender
Johanna Blakley, Norman Lear Center
Genius, Youth, and Design: Award Winning Projects From NYU ITP Students
Katherine Dillon, NYU ITP
ITP Demo: Descriptive Camera
Matt Richardson, NYU ITP
Going Solo: The Extraordinary Rise and Surprising Appeal of Living Alone
Eric Klinenberg, NYU
What Hunting for a Mate Teaches You About Great Design
Ayça Çakmakli, Smart Design
Johanna Blakley, Deputy Director of the Norman Lear Center (a media-focused think tank at the University of Southern California), spends much of her time exploring how our entertainment interacts with our political, commercial, and social habits. She is especially interested in the surprising impact of intellectual property rights on innovation, organizing conferences around the lack of creative ownership in fashion as well as technology and the ownership of creative content.
Blakley has worked across a huge variety of media platforms—producing for the web on a large scale, conducting gaming research, coordinating events for film festivals, and executing consumer research on entertainment and politics. Drawing on this vast body of experience, she also lectures at USC and helped develop their masters program in Public Diplomacy.
Ayca Cakmakli is a Design Researcher at Smart Design and a member of the Femme Den, Smart's internal design lab focused on gender and the female consumer. Ayca's research is centered on understanding consumer behavior and translating her insights into design opportunities and strategies. Her work has helped define new personal care rituals, humanized medical technology, reimagined the driving experience for American women, and resulted in a new product line for toddlers and their parents. Born in Boston, raised in Istanbul and educated in New York City, Ayca writes and frequently lectures about the intersection of human relationships and design. She holds a Master's Degree in Product Design from Pratt Institute.
Katherine Dillon is an arts professor at NYU ITP where she teaches Visual Communications, Behavior Design and User Experience Design. Katherine also acts of head of operations for L2 overseeing L2’s creative and technical initiatives. Katherine started her career as Director of Broadcast Graphics at ABCNEWS and served as Creative Director of the ABC Television Multimedia Group and was the founding VP/General Manager of ABCNEWS.com. She also was a founding partner of UncomonGoods.com and founded Dillon | Thompson, a digital media agency.
Katherine holds a Bachelor of Architecture degree from Cornell University and a Master of Architecture degree from Harvard University where she was awarded a Sheldon Fellowship. Katherine was awarded 2 Emmy Awards during her tenure at ABC Television.
Scott is a Clinical Professor of Marketing at the NYU Stern School of Business, where he teaches brand strategy and luxury marketing, and is the founder of L2, a think tank for digital innovation. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. consumer and media companies. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs more than 120 professionals in the United States, Europe, and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under the age of 40 “whose accomplishments have had impact on a global level.”
Scott has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Computer, eco-America, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Peter is Dean of New York University's Leonard N. Stern School of Business. He joined NYU Stern in 2010 from Stanford University, where he was the Konosuke Matsushita Professor of International Economics, the John and Cynthia Fry Gunn Faculty Scholar, and Associate Director of the Center for Global Business and the Economy at the Stanford University Graduate School of Business. Prior to assuming his current position, Peter was also a Senior Fellow of the Stanford Institute for Economic Policy Research.
Peter is a Research Associate at the National Bureau of Economic Research, a Nonresident Senior Fellow of the Brookings Institution, and a member of the Council on Foreign Relations. From 2000-2001 he was a National Fellow at the Hoover Institution. The National Science Foundation's Early CAREER Development Program supported his research and teaching from 2001-2006. In 2004, Peter participated in the Copenhagen Consensus, an international conference on how to make the most efficient use of the world's scarcest resources. The Economist magazine named the published proceedings of the conference one of the best business books of 2004. The author of numerous articles and book chapters, Peter is best known for a series of publications in the three flagship journals of the American Economic Association that overturn conventional wisdom on the topics of debt relief, international capital flows, and the role of institutions in economic growth: "Debt Relief" Journal of Economic Perspectives (Winter 2006); "Capital Account Liberalization: Theory, Evidence, and Speculation" Journal of Economic Literature (December 2007); "Institutions vs. Policies: A Tale of Two Islands" American Economic Review (May 2009). He is currently writing a book for Oxford University Press.
Peter received his PhD in economics from the Massachusetts Institute of Technology in 1997. While in graduate school, he served as a consultant to the Governors of the Bank of Jamaica and the Eastern Caribbean Central Bank (ECCB). His research at the ECCB contributed to the intellectual foundation for establishing the first stock market in the Eastern Caribbean Currency Area.
Prior to attending MIT, Peter was a Rhodes Scholar at Oxford University where he received a BA in mathematics and a Full Blue in basketball. He also holds a BA in economics from The University of North Carolina at Chapel Hill where he was a Morehead Scholar, a National Merit Scholar, a member of Phi Beta Kappa, and a Marshall Scholar-Elect. Born in Jamaica, Peter became a U.S. citizen in 1986.
Eric Klinenberg is Professor of Sociology; Public Policy; and Media, Culture, and Communications at New York University. He is the author of Going Solo: The Extraordinary Rise and Surprising Appeal of Living Alone (The Penguin Press, 2012), Fighting for Air: The Battle to Control America's Media (Metropolitan Books, 2007), and Heat Wave: A Social Autopsy of Disaster in Chicago (University of Chicago Press, 2002), as well as the editor of Cultural Production in a Digital Age and of the journal Public Culture. His scholarly work has been published in journals including the American Sociological Review, Theory and Society, and Ethnography, and he has contributed to The New York Times magazine, Rolling Stone, Time magazine, Fortune, The Wall Street Journal, The Nation, The Washington Post, Slate, Le Monde Diplomatique, The London Review of Books, and the radio program, This American Life.
Matt Richardson is a Brooklyn-based creative technologist, contributing editor to MAKE magazine, and Resident Research Fellow at NYU's Interactive Telecommunications Program.
Professor of Marketing and Director of the Strategic Marketing Management Executive Program, Stanford Graduate School of Business
Baba Shiv's research expertise is in the area of neuroeconomics, with emphasis on the role of neural structures related to emotion and motivation in shaping decisions and experiences. His recent work examines the interplay of the brain's "liking" and "wanting" systems and its implications for marketing, innovation, leadership, and decision making.
The issues Baba examines: Does being denied something make people pursue it more hotly and simultaneously like it less? Does a wine's price tag price affect the pleasure one experiences from consuming it? Baba has also focused his attention on the neuroeconomics behind innovation and entrepreneurship leadership in companies from Silicon Valley startups to Fortune 500 companies.
Baba is currently on the editorial boards of the Journal of Consumer Psychology, Journal of Retailing, Journal of Marketing, and the Journal of Marketing Research.
Johanna Blakley, Deputy Director of the Norman Lear Center, describes how new media is disrupting how marketers target consumers by identity and demographic categories. Blakley declares that social media will dismantle the rigid stereotypes of the old model of advertising.