Description:
Brand reputation is crucial and the history of marketing is full of brilliant successes and spectacular failures. Visual features, stories, and brand names all play a role. Some companies are able to launch successfully a new product with little marketing just because the consumer spots a visual element which it connects back to other beer from the same brewery. Some narrative features (like a story, or a slogan…) are so intertwined with the brand that it belongs to the identity and a change can be dangerous. Some companies use the name of a brand and create a different version of that same brand to boost growth via the brand name. Does this really work? What must be done to develop a brand? What should be avoided to not destroy or endanger an established brand?
Moderator:
- Amélie Tassin, the Founder and Director of Tipple Marketing
Speakers:
- Roman Trzaskalik, Marketing Director, Pilsner Urquell
- Grzegorz Ziemian, Sto Mostów
- Afel Amberber, Global Brand Manager, Swinkels Family Brewers N.V.