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Ideas that don’t stink. How consumers can smell marketing and what to do about it

12th March 2019, New York

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Location: Craft


Moosylvania, an independent digitally-native brand-building consumer agency, began conducting research on “How and Why Consumers Adopt Brands,” six years ago and continues to produce new thought-leading research every year.

As they reviewed the data for their first two books, The Participation Game – and Join the Brand, they saw that consumers not only wanted to participate in their favorite brands – they wanted to form communities around them.

One phenomena became glaringly obvious in the process – consumers are such good marketers themselves, they seem to be able to smell disingenuous messages. The authors went to work on finding out why – devising research and fielding interviews to determine what forms this highly tuned consumer sense of smell.

In preparation for their third book, Ideas That Don’t Stink, the first results are in – and it’s time to find out what marketers think. This dinner is an intimate conversation to review and weigh in on the findings prior to the publication.


6:00 – 6:30 pm – Welcome Drinks Reception
6:30 – 6:40 pm – Introduction from Master of Ceremonies
6:40 – 7:00 pm – Keynote Speakers
7:00 – 9:00 pm – Three-course dinner complemented with table discussion points
9:00 – 9:30 pm – Wrap up and closing remarks from Moosylvania

Discussion Points

  • Moosylvania will debut the 2019 top 100 millennial favorite brands report – this will be exclusive to the attendees and won’t be released to the media until August. This report has been featured in the New York Times, Business Insider and other global media since 2014.
  • This year, Moosylvania specifically asked consumers how their favorite brands provide extra services to them beyond just delivering a product.
  • The agency will review the cases that will lead to these questions: Do brands need to overdeliver? Do consumers expect it? Do your competitors overdeliver? Do you?

Keynote Speakers

Norty Cohen, CEO and Founder, Moosylvania

Norty founded Moosylvania in 2003, after a colorful career as a creative director, account guy and partner in the agency, Zipatoni, which was sold to IPG.
He is constantly on the lookout for what’s next and how agencies and marketers can be ready. Moosylvania is designed for this challenge with a collaborative atmosphere and a mix of creative, media and on going planning and research. Norty is a national speaker, having presented his books and findings throughout the US over the last five years with Brand Innovator, Brand U, Path to Purchase Expo and the Food Marketing Conference.

Jillian Flores, Director of Planning, Moosylvania

Jillian Flores is the Director of Planning at St. Louis, MO agency, Moosylvania. For a decade Jillian has worked to bring to life the connection between consumers across a variety of brands and categories, including healthcare, CPG and retail. She focuses on uncovering how brands can better participate in the lives of their audiences. For the past five years she has led Moosylvnia’s research initiatives, including both the millennial consumer surveys and top 100 brands, utilizing the research to formulate key insights within The Participation Game and most recently co-authoring the book Join The Brand.

About Moosylvania

Moosylvania is an integrated brand-building agency located in St. Louis, Mo, that creates believers, not just buyers.

For the past seven years Moosylvania has conducted primary qualitative and quantitative research focused on understanding how and why consumers adopt brands.

Moosylvania released its second book, Join the Brand, through IdeaPress Fall 2018. The first book, The Participation Game, was released in the Fall of 2018. Ideas That Don’t Stink is slated for late 2019. All are distributed on Amazon, Barnes & Noble, independent book stores and Hudson News.

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New York

New York

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