Harness Negative Sentiment for Positive Growth

{
  "id": "PP1162436",
  "track": "Brand & Marketing",
  "focus_area": null,
  "category": "Panel",
  "event_id": "PP1162436",
  "event_type": "panel",
  "format": "Panel",
  "genre": null,
  "subgenre": null,
  "name": "Harness Negative Sentiment for Positive Growth",
  "presented_by": null,
  "publish_at": "2025-11-03T16:30:00.000-06:00",
  "reservable": true,
  "reservable_id": "PP1162436",
  "reserved": false,
  "date": "2026-03-17",
  "end_time": "2026-03-17T17:00:00.000-05:00",
  "start_time": "2026-03-17T16:00:00.000-05:00",
  "message": null,
  "image": {
    "alt_text": "Harness Negative Sentiment for Positive Growth",
    "credit": null,
    "url": "https://images.sxsw.com/GaPoEhty_H2WSiG2yOW6JcBuTos=/950x633/images.sxsw.com/187/ef6b4877-5c51-be21-a081-8883610e6354/pp1162436"
  },
  "credentials": [
    {
      "name": "Platinum Badge",
      "type": "platinum"
    },
    {
      "name": "Innovation Badge",
      "type": "innovation"
    }
  ],
  "contributors": [
    {
      "id": 77885,
      "company": "Inclusion Equals",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238837,
      "name": "Kimberley Flanery-Rye",
      "speaker_types": [],
      "title": "Founder And Dei& Culture Practitioner",
      "image": {
        "alt_text": "Kimberley Flanery-Rye",
        "credit": null,
        "url": "https://images.sxsw.com/-VtjUPvftIF23qjfynmNKpkLKkY=/0x0:3648x3648/600x600/images.sxsw.com/48/11b4448e-635b-41a9-ab74-1b5263d66609/pcid-1622798"
      },
      "speaker_type": "Speaker",
      "details": "Kim “Kimfer” Flanery-Rye (she/her) is a past VP and Executive Creative Director, now a certified brain-based leadership coach passionate about diversity, equity, inclusion in social justice, and social impact along with women in business. She is the Founder of Inclusion Equals, a social enterprise focused on the IDEA: Inclusion = Diversity + Equity + Accessibility to build culture from the inside out, as well as the CEO of The F*Bomb Breakfast Club, a peer support community for women, femmes, and gentle(them) who are company founders and business owners. Kimfer was also an Adjunct Professor teaching Creativity and Innovation to MBA students and has her MBA in Executive Leadership. Kimfer speaks locally, nationally, and globally, including at the Bill and Melina Gates Foundation, Cannes Lions International Festival of Creativity, and the World Economic Forum. ",
      "links": {},
      "type": "person"
    },
    {
      "id": 77883,
      "company": "Polpeo",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238835,
      "name": "Tamara Littleton",
      "speaker_types": [],
      "title": "Founder",
      "image": {
        "alt_text": "Tamara Littleton",
        "credit": null,
        "url": "https://images.sxsw.com/hy-YzxB5WRikxz14IIhxxqxDOIc=/0x0:1050x1050/600x600/images.sxsw.com/48/abd3a65f-2357-400b-8209-77cbdfd49bba/pcid-1622490"
      },
      "speaker_type": "Speaker",
      "details": "Tamara Littleton is co-founder of Polpeo, a crisis simulation company that helps some of the biggest brands in the world prepare to deal with a crisis. \nTamara is a Fellow of The Marketing Society, listed in Campaign’s Inspirational Women CEO of the Year (2024) and is regularly featured in YouTube’s Outstanding Top 100 Global LGBTQ+ Executives list. She is a Stonewall Ambassador. She was named with co-founder Kate Hartley in PRovoke Media’s Innovator 25 EMEA list in 2024. Tamara is also the co-host with Kate of the crisis podcast 'What Just Happened' \n",
      "links": {},
      "type": "person"
    },
    {
      "id": 77881,
      "company": "LUPINE CREATIVE",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238833,
      "name": "Kate Wolff",
      "speaker_types": [],
      "title": "Founder & Ceo",
      "image": {
        "alt_text": "Kate Wolff",
        "credit": null,
        "url": "https://images.sxsw.com/FIv6GY6rdSyrx2iIqazbkJzbN7c=/600x600/images.sxsw.com/48/656f3d68-08e6-ee6e-f03c-6acee121ac9a/pcid-1214629"
      },
      "speaker_type": "Speaker",
      "details": "At Lupine Creative, Kate serves as pack leader on all business. She built a traditional 360 advertising background through work at agencies including Publicis Modem, DDB, TBWA\\Chiat\\Day, Omelet LA and RQ. Kate’s deep understanding of the advertising/marketing space frequently turns traditional brand marketing strategy on its head through cultural, data and behavioral insights.\n \nShe built LA-based Lupine in February 2020 with a base of experiential, social, and cultural expertise – to boast year-over-year revenue growth. The approach that’s made the difference: experiences and partnerships that manifest as cultural capital. Lupine clients include Spotify, Max, LG, Google, Teva, FX, BoxLunch and more.",
      "links": {},
      "type": "person"
    }
  ],
  "venue": {
    "accessible": false,
    "age_policy": null,
    "floor": "5",
    "id": "V2031",
    "indoor_outdoor": null,
    "name": "Waterloo Ballroom 4-6",
    "parent_id": "V2024",
    "parent_venue_name": "Austin Marriott Downtown",
    "venue_entry_info": null,
    "formats": null,
    "location": {
      "address": "304 E Cesar Chavez St.",
      "lat_lon": [
        30.2628298,
        -97.74157
      ],
      "city": "Austin",
      "postal_code": "78701",
      "state": "TX",
      "name": "Austin Marriott Downtown"
    },
    "root": {
      "accessible": null,
      "age_policy": null,
      "floor": null,
      "id": "V2024",
      "indoor_outdoor": null,
      "name": "Austin Marriott Downtown",
      "parent_id": null,
      "parent_venue_name": null,
      "venue_entry_info": null,
      "formats": null
    },
    "events": "[omitted 5 venue events]"
  },
  "description": "Some campaigns are known less for what they communicated, and more for how people responded. The social media loudspeaker helps people out-shout brands – and the anticipation of backlash is essential for smart marketers. Backlash is a new stage of the “consumer journey” when any brand decides to assert its values. Part discussion, part crisis simulation, learn to strategize and create for a world where consumers choose the division brands seek to surmount. Steel your values, weather undesired turbulence, and emerge as a business with integrity and advantage.",
  "experience_level": "Intermediate",
  "accessibility": [
    "Closed captioned"
  ],
  "accessible_venue": false,
  "add_bcl_url": false,
  "add_slido": false,
  "age_policy": null,
  "american_sign_language": false,
  "apple_url": null,
  "audio_description": false,
  "caption_url": "Medium",
  "closed_captioned": true,
  "cpe_credit": false,
  "has_subtitles": false,
  "hash_tags": [],
  "high_sensory_experience": false,
  "live": false,
  "long_description": "Some campaigns are known less for what they communicated, and more for how people responded. The social media loudspeaker helps people out-shout brands – and the anticipation of backlash is essential for smart marketers. Backlash is a new stage of the “consumer journey” when any brand decides to assert its values. Part discussion, part crisis simulation, learn to strategize and create for a world where consumers choose the division brands seek to surmount. Steel your values, weather undesired turbulence, and emerge as a business with integrity and advantage.",
  "meeting_url": null,
  "meeting_url_live": false,
  "mentorly_url": null,
  "mobile_audio_url": null,
  "open_captioned": false,
  "playlist_tag": null,
  "rebroadcast": false,
  "recommended_ids": [],
  "search_conversions": null,
  "short_program": false,
  "slido_url": null,
  "sort": "HARNESS NEGATIVE SENTIMENT FOR POSITIVE GROWTH",
  "source": "Official",
  "squad_up_url": null,
  "stream_embed": null,
  "stream_id": null,
  "stream_url": null,
  "strobe_warning": false,
  "subdiscipline": null,
  "summit": null,
  "summit_display_name": null,
  "tags": [],
  "talent_attending": null,
  "title_only": false,
  "track_display_name": "Brand & Marketing track sponsored by Youtube",
  "trailer_id": null,
  "trailer_url": null,
  "video_on_demand": null,
  "vimeo_id": null,
  "vod": false,
  "xr_project_type": null,
  "youtube_id": null,
  "related_sales_client": null
}