Raising a brand asks many key questions. What are you trying to build and why? How do you guide your brand’s life, character, values and most important, promise to the consumer? This workshop looks at key brand parenting and brand building principles and how you can apply them to your brand development from inception.

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An in-depth look at how to map out a cohesive brand strategy, and position your property in the market. Topics include creating a consistent brand message, extending your strategy across multiple platforms, how to analyze your brand performance, and how to tweak where - and when - necessary.

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An overview of the digital space: the technology, tools, acronyms and buzzwords - everything you need to know in order to navigate the digital space, and sound smart at a cocktail party.

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Who is the digital child? Who are their parents? This workshop looks at demographic and psychographic trends in today's kids, including development compression, how are they engaging technology, and which they are adopting.

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"Because it's there" may justify a mountain climb, but not a costly technology adoption. Websites, mobile, podcasting -- with so many options, and innovation occurring daily, how are industry leaders approaching this new landscape, and deciding which technologies to adopt?

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Building Brand Touch-Points:
Animated shorts are the perfect, viral content format for today’s online and wireless platforms. Happy Tree Friends and Joe Cartoon, two of the leading online animated brands have successfully navigated these emerging technologies to build (programs or franchises) that support a broad range of products including television, DVD, pod casts, mobile and merchandise. Their humor is off-beat, but their success is undeniable. John Evershed (CEO, Mondo Media) and Mike Tuinstra (CEO, JoeCartoon.com) give us a peek behind the pixels at the development of these brands: how did they start, which emerging platforms did they embrace and how can you apply these lessons to your kids/tweens/teens property?

Building Community:
Online communities are a popular and effective way of reach your audience, but can also be a magnet for trouble if executed incorrectly. Star Farm's Joi Podgorny gives us a look at the development of safe, secure and responsible communities.

Building Community:
Now, how do you monetize your community and website? Drawing from her extensive experience with NeoPets, Urbaniacs and Pet Alien, Deb Pierson will give an in-depth look at the future of COPPA-compliant "advertainment" and walk through the development of a strategy to monetize digital brand extensions, from choosing your partners to determining proper promotion vehicles.

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Please join KidScreen as we honor our 2006 Hall Of Fame inductee, Andy Heyward, Chairman and CEO of DIC Entertainment Corporation.

We will highlight Andy and DIC’s dedication to entertainment branding, and re-branding. As properties are born and grown through today’s multiple platforms, Andy has shown that you can increase presence while maintaining quality. Join us as we highlight Andy’s incredible contribution to the children’s entertainment industry.

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Focusing on multi-platform, multi-partner content distribution, this session is an exploration of the emerging media arena: who are the stakeholders, how are deals being structured, what are the hot issues, and who gets the money?

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And now for the big pay-off! In the digital space, ROI is more complicated than eyeballs and unit sold; metrics now include revenue generated, and brand interaction. How can you monetize your emerging media strategy? What are the rules of engagement for introducing premium products, and will the market embrace some fee-based products more than others? How do you measure brand engagement?

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We've been talking about them all day... now let's talk to them! A group of kids tell us what they use, love and hate in the digital media space.

Focus group presented by LW Research Group – Los Angeles

Moderation provided by Research 360

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