Today’s successful brands are rewriting the marketing playbook, changing what advertising looks like and how it behaves. This panel will examine the success of brand reinvention and the ways in which CMOs can be armed to better compete against new rivals, fickle consumers, new media platforms, changing retail environments, and more.
While "newer" brands may have a cool factor, legacy brands are the ones attracting headlines. From Bath & Body Works tapping into the nostalgia of Hilary Duff to Kraft Heinz turning the Wienermobile into an Indy 500 pre-race event. The challenge for marketers to grow with existing customers while reaching new ones has never been more complex given the rise of new platforms and ways to connect with consumers.
The panel includes leading advertising executives with a track record for helping their clients be successful, delivering strong results and reshaping the industry.
While "newer" brands may have a cool factor, legacy brands are the ones attracting headlines. From Bath & Body Works tapping into the nostalgia of Hilary Duff to Kraft Heinz turning the Wienermobile into an Indy 500 pre-race event. The challenge for marketers to grow with existing customers while reaching new ones has never been more complex given the rise of new platforms and ways to connect with consumers.
The panel includes leading advertising executives with a track record for helping their clients be successful, delivering strong results and reshaping the industry.
Speakers
Key Takeaways
- How to reinvent, whether you're a heritage brand or a newer category entrant.
- How to rethink your target audience, and find new ones.
- How to define relevance for your brand.
- How to think about your optimal channel mix - and where you don't need to be.
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