reimagining a brand from the inside-out, digiday brand summit, april 2017
Post on 21-Apr-2017
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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
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