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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