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Steve Cannon at the 2010 ANA Brand Innovation Conference

May 19, 2010

Executive Summary

Steve Cannon, vice president, marketing, Mercedes-Benz USA, discussed how Mercedes-Benz formed two online customer advisory councils and the impact that those groups have had on the brand. The groups target Generation Y (future Mercedes-Benz owners) and current Mercedes-Benz owners respectively. Through interaction with these groups, Mercedes-Benz has learned that just the simple act of asking a consumer's opinion can help to build brand advocacy.

Speaker: Steve Cannon, vice president, marketing, Mercedes-Benz USA

View video below for more.



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