Description of Columbia Business School Video: At the BRITE ’13 conference, Mike O’Toole, President of PJA Advertising+Marketing, conducted an engaging discussion with Shiv Singh, Global Head of Digital for Pepsi, and David Haroldsen, Creative Director at Intel. The discussion tackled how each of the companies is reshaping the role of their brands through marketing investments, Digital Labs (Pepsi) and the Creators Project (Intel), that have little to do with advertising and self-promotion, but rather celebrate the intersection of creativity, culture and technology. Both have created major social buzz, and help make their brands relevant to a new generation of consumers.

The BRITE conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School.