Chapin Clark - Digital Day 2018
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Chapin Clark
Speaker
Executive Vice President
R/GA

Copywriter, executive creative director specializing in brand voice and content for social media. Responsible for the tone and voice of the R/GA brand as owner of the @RGA Twitter handle and writer/editor of agency case studies, awards submissions, and thought leadership pieces.


Find Your Anti-Brand
Brands spend a lot of time and money trying to articulate who they should be on social media. They exert far less energy focusing on who they don’t want to be. But some of the most successful companies are those that have clearly identified an “enemy” -- sometimes just a set of opposing ideas -- and defined themselves in relation to it. To find your brand voice on social media, first you need to identify your anti-brand.