Our main conference kicked off this morning with "Building Brands in the Mobile Medium," a session by our conference chair Jeffrey Hayzlett.

Hayzlett began the day by talking on the more general topic of driving change, starting with the story of Kodak and the digital camera and leading to a discussion of ink and printers.

As he said, if you're being asked to show ROI of new technologies, ask "What is the cost of return on ignoring?" The theory being that when approaching mobile, or innovating in general, you'll need to jump in and try some campaigns without waiting for permission or proven results.

With that said, when approaching campaigns, it is important to fulfill on brand promises with your mobile strategy. Looking forward to hearing more about that over the course of the next two days.