The Next Challenge for Brands:
Decoding Online Culture

The pandemic has forced us to go online for everything. From shopping to dating... The next challenge for brands is going to be getting to know who their customers are — not by clicks, scrolls, or shopping cart behavior… but by their interests and passions, shared values and ideologies, and the power of their networks.

Tune in to learn how brands are:

  • Evolving their ability to know their customers — what they need now, what (or who) will shape their future needs. 
  • Tapping into internet subcultures to understand how their brand is perceived, what is expected of them, and what will resonate with consumers (or tick them off).
  • Using cultural intelligence to understand what ideas and trends are emerging — or have already taken hold — within the subcultures that matter to their brand.
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Sean Baron is Director of Franchise Strategy & Insights for 343 Industries (Microsoft). He is responsible for driving consumer-focused learnings into every Halo experience and for defining the long-term course of the franchise. Sean is a passionate consumer advocate who believes that artistic intent enriched with relevant data insights results in an optimal user experience. While at Microsoft he has worked as a Design Researcher and Consumer Insights Manager for multiple Xbox franchises. Prior to his career in the Gaming Industry, Sean earned a PhD in Cognitive Psychology and Neuroscience from Princeton University where he was a neuroscientist focused on understanding the neural basis of conceptual creativity and social learning.


James Moody is co-founder and Chief Executive Officer of Austin-based Guerilla Suit. The creative team at GS is a curious collective of strategists, creatives, entrepreneurs and problem killers that builds audiences through provocative and ambitious ideas. Whatever form that may take. The shop specializes in building businesses and campaigns from the ground up, while modernizing others, and turning around brands that are in trouble.
Lisa Roberts is the CMO for Yonder, charged with guiding the Yonder brand and ensuring that the company hits growth goals. Lisa has long worked with companies using data to change how things are done, including work with some of the earliest digital advertising and ecommerce companies in the world, innovators of word-of-mouth marketing technology, and now helping develop the first Authentic Internet solutions. She holds a Journalism degree from the University of Texas where she participated in PRSSA. Lisa is an active member and mentor in the Austin technology community and sits on the board of the Andy Roddick Foundation, which provides high quality out of school time programs to students across Texas.