PROGRAM

[TALK] Rethinking Brand for the Rise of Digital Commerce

15.10.2021
10:05

As the business world looks toward a post-pandemic world, the marketing discipline needs to rethink the way it talks about the brand, and reframe it for a world of digital commerce, algorithms, and almighty walled gardens. With reference to award-winning work in 2021, this presentation will explore how marketers are approaching this new requirement, building brands that work against a new social backdrop.

There is a crisis in brand-building. Marketing budgets are under unprecedented pressure. The events of 2020 saw deep cuts to investment in marketing in general, and brand-building in particular. More than ever before, marketers have to achieve more with less.

As the business world looks toward a post-pandemic world, the marketing discipline needs to rethink the way it talks about the brand, and reframe it for a world of digital commerce, algorithms, and almighty walled gardens.

With reference to award-winning work in 2021, this presentation will explore how marketers are approaching this new requirement, building brands that work against a new social backdrop.

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