Breakout Brands, an Evolutionary Approach to Creating Customer Passion
Learn how organizations are adopting an evolutionary approach to the traditional Challenger Brand strategy to win market share. These “Breakout Brands” focus on the customer not the competition and inspire emotional attachment that can be measured at the cash register. Just released research will detail customer perceptions about the three types of Breakout Brands: emerging, engaged and established. Panelists from each brand type will discuss the benefits of the Breakout Brand strategy and the integrated marketing techniques they use to connect to audiences with passion and create new spaces that drive business results.
MODERATOR
Name:Christine Barney
Company:rbb Public Relations
Position:CEO
Christine M. Barney is chief executive
officer and managing partner of rbb Public Relations, a four-time national
Agency of the Year winner. She oversees
the development of client programs with an eye toward ensuring that meaningful
results are measured and achieved.
Barney
develops multifaceted marketing communications programs for a variety of
clients including Duncan Hine...more
SPEAKERS
Name:Joe Paluska
Company:Better Place
Position:Vice president communications
Joe Paluska is responsible for all aspects of communications at a worldwide level for Better Place. He oversees communication of the company’s vision, strategy, and execution. Specific areas of responsibility include global media relations, messaging, investor and industry analyst relations, and public affairs. In this role, he also works closely with Better Place operating companies at t...more
Name:Christina Perez-McDowell
Company:Bacardi
Position:US brand manager
Christina Perez McDowell is a Senior Brand Manager on rum at Bacardi
USA, Inc. where she leads public relations, experiential and
business performance management.
Recently, McDowell led a multi-faceted
150th Anniversary campaign which launched with a world class event
in collaboration with Rolling Stone, and set a new standard for delivery
of event exe...more
Name:Michelle Weese
Company:Duncan Hines
Position:Strategist
Michelle Weese combines the discipline of winning global political campaigns and her experience in marketing and corporate communications to develop and execute insurgent strategy- a unique approach for unique times. During the toughest time in history for incumbent brands, Michelle is recognized as a change agent and she excels at turnaround situations, more