DAY 1
14:20 - 15:00 SPLIT STREAM MASTERCLASS
ADAPTIVE BRANDS: DELIVERING CONTEXTUAL VALUE IN A SHIFTING WORLD
NEIL CLEMMONS, CRITICAL MASS | @neilclemmons
Today, it’s not enough to have a mastery of your brand message and channel strategy. With changes in technology and consumer behaviour happening every minute that ticks by, brands need to move beyond simply marketing to create meaning in consumers’ lives. How can we do this? By understanding and serving customer needs in context – and shifting our organisations accordingly.
In this session we’ll uncover key insights about today’s increasingly fluid consumers, and offer a progressive model to help you become a valuable resource in their life.
KEY TAKEAWAYS:
• Break the confines of the rigid, siloed 20th century go-to-market model with an introduction to the new six Ps of marketing
• Analyse the behavioural trends of today’s consumer and how you can adapt to serve their channel-blind digital journey
• Discover how daily advances in digital technology can elevate rather than hinder your marketing execution
• Take away actionable advice and examples to refine the value of your brand in consumers’ lives
With more than 25 years of marketing experience, Neil Clemmons is President of Critical Mass US. In this role, he is focused on helping to drive the strategic direction of the agency, while also providing executive level leadership to a variety of clients and internal teams. He has executive responsibility for the planning, business development, marketing, and technology disciplines at the agency.
Quick Q&A:
Q. What are you currently most excited about in digital/social? A. Brands are reinventing their core proposition and purpose with much more of a service mindset enabled through purposeful value, technology and connections with their customers.
Q. Your one guilty pleasure? A. TED Videos and Diet Coke.
Q. Whose shoes do wish you could walk in for a day and why? A. Our customer’s customer. It’s liberating to realise who really drives business and why.
LOCATION: TAMBLING
40
www.istrategyconference.com
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