Future of Brands: When Capitalism Must be Activism
Traditional advertising is dead. Brand DNA is alive. We are in a Wild West that is affecting the marketing and advertising strategy, M&A process, product development and supply chains at the biggest companies in the world. We live in a time when knowing who made this, why they made it and what they stand for is more important to us than ever. Brands must commit to their purpose and truly know themselves to succeed in the future marketplace. The consumers have demanded that Capitalism is Activism, and that it is here to stay. This isn’t CSR, it isn’t doing good, this is the future of business. In this session we will hear from some of the most successful multinationals on how they made this part of their ethos and weren’t afraid to change the direction of the cruise liner from inside out.
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- The process that must happen for true brand purpose to work - authentic, embedded, transparent and why we should care about getting it right.
- How this is changing the products that are created, the brands that are acquired and the C-suite leadership around creativity and entrepreneurship.
- Disruptive ads are no longer effective, how companies have innovated around storytelling in this new age and using digital mediums to create movements
Alyssa Means, Ea, Blank Space