The Betaworks Guide to Hacking a Brand

James Cooper, the newly-named head of creative for seed investment firm and digital media company Betaworks, wants to hack your brand. An award winning advertising creative director, clothing designer, and app developer, Cooper is now responsible for leading interesting brand and product partnerships for Betaworks.

Cooper, who is joining Digiday to speak at next month’s Digiday Brand Summit, will draw on lessons learned from his work with successful startups – and lead a mini-hack for attendees.

The size and infrastructure of legacy brands can make for a bureaucratic, clunky marketing process — the enemy of all things nimble, reactive, and experimental. At the Digiday Brand Summit in Deer Valley, Utah next month, we will be discussing what more established brands can borrow from startup strategy to improve their pace, growth, and relevance.

Cooper will present a case study on five key lessons learned from his work with five successful startups: Dots, Giphy, Digg, Poncho, and Tapestry. He will also introduce a new product for retailers that Betaworks created in partnership with the Estimote Beacons for a mini-brand hackathon.

The beacons are small, wireless sensors that use Bluetooth to locate nearby smartphones and send users personalized location based notifications. Estimote also developed an application programming interface to easily allow retailers to add micro-location features to their apps.

Developers and retailers can use the data collected from multiple sensors in a store to optimize product placement, provide in-store navigation, engage in location-based marketing, add automatic check-ins or do contactless payments.

While the obvious application would be for retail, the mini-hack will challenge attendees to think of new, interesting ways their brands can leverage the technology to drive loyalty and sales. The brands that come up with the most innovative uses will be given an Estimote Beacon for more experimentation.

The Digiday Brand Summit will feature entrepreneurs and investors like Ari Newman, network catalyst for Tech Stars, angel investor Rick Webb of Quotidian Ventures, and Mike Duda of Consigliere Capital, along with speakers from major brands like Kraft, GE, and Smirnoff. Katia Beauchamp, co-founder of the successful startup Birchbox, will discuss how to build a national brand from scratch, and Katherine Patterson of GE Healthcare on being realistic about what your brand can and can’t borrow from startups.

See here for the full agenda. We hope to see you in Deer Valley next month.

Image via Shutterstock

More in Announcement

PepsiCo, Innovid and Paramount+ are 2024 Digiday Video and TV Awards winners

This year’s Digiday Video and TV Awards winners found success with emotional stories and meaningful experiences that foster connections and drive brand affinity. This storytelling extended to social video campaigns, emerging technologies and offerings to reach wider audiences with compelling content. For instance, in the Best Ad Tech Innovation category, PepsiCo won for using enhanced […]

Ring, Party City, 22squared, GSD&M, Pizza Hut, Carhartt, January Digital and Movers + Shakers are 2024 Digiday Media Buying and Planning Awards winners

This year’s Digiday Media Buying and Planning Awards winners found success with data-driven, personalized and inclusive campaigns across the dynamic media landscape. Agencies and brands are increasingly leveraging emerging technologies and influencer partnerships to amplify brand messaging, engage target audiences and drive impactful results.  In the new Best Use of AI category, home security leader […]

Digitas, Wpromote, Known, Critical Mass and Juice Media are 2024 Digiday Media Buying and Planning Awards finalists

The Digiday Media Buying and Planning Awards recognize the most successful companies, campaigns and technologies in the modern media landscape. This year’s finalists focused on data-driven decision-making, innovation and technology, client collaboration and partnerships, and — perhaps most importantly — adaptability and agility.  A standout for one of several new categories this year — Best […]