In his work, Derrick de Kerckhove brings together the cognitive with the practical. He is an acclaimed author and professor, and the past director of the McLuhan Program in Culture and Technology who has spent his life exploring topics pertaining to culture, technology and human cognition. Derrick believes that traditionally, marketers have relied on the unconscious mind through subliminal messaging in advertising, or tapping into myth and celebrity. With the emergence of social networks, Derrick now asks the question, “What happens when the unconscious becomes verifiable through social media?”
Derrick will explore three levels of social media that he believes exist today. These include the condition under which new technologies exit for ad and brand promotion, the extent to which people trust brands and the strategies employed by a brand to speak to so many different audiences.