In the face of economic headwinds, shifting customer behaviors and eroding brand value, marketing leaders can no longer do more with less. Despite real constraints, marketers continue to be stuck in a “cycle of more” that involves technology investments, expanding operational remits and an unrealistic focus on customer obsession. Join this session to learn where to do less; how to do better with customer engagement; and the evolution of the marketing function itself.

In volatile times, brand is a critical asset to help organizations weather the storm. However, conventional activation tactics have limited impact on customer loyalty and preference. This session shares our latest brand activation insights and facilitates peer-to-peer discussion on: ways to build brand commitment, examples of best-in-class activations and gaining support for brand investment.

The current economic climate challenges brand leaders’ ability to meet their most important brand strategy goals. This session will cover what we can learn from brand leaders' key priorities; the type of brand positioning that works best in the current environment; and how leading companies use their positioning to connect with audiences and drive preference.