Digiday Brand Conference: Workshop with Nielsen: Leveraging Reach and Resonance to Drive Results
Reimagining a brand from the inside-out, Digiday Brand Summit, April 2017
6
How a salt brand is shaking things up
Transcript of Reimagining a brand from the inside-out, Digiday Brand Summit, April 2017
How a salt brand is shaking things up
afterbefore
Morton Salt• Start-up mindset
• Comms-driven
• Brand equity
• Data informed
• Purpose
• Emotional
• Effectiveness
• Leased
• Pull
• Silo mentality
• CMO-led
• Volume
• A/B testing
• Product
• Functional
• Efficiency
• Owned
• Push
Traditional CPG
• Shake up your marketing model
• Take those brand perceptions and shove ‘em
• Do stuff that makes you uncomfortable
3 Takeaways
