As the world becomes more digital, will brands need to be top-of-mind to win our custom; Do reviews, promotions and customer experience obviate the need for deep emotional connections? If brands connect more directly with customers and hold more data, is it easier to drive loyalty and customer lifetime value – and does that reduce the need for new, light and occasional users?
The value a user derives from a brand is sometimes based on the admiration of friends and neighbours who will never be customers themselves, so price premiums are partly built on fame – discuss.
Is it enough, today, to offer great products and service, be trusted, and be good corporate citizens and ethical employers – or does every brand need a greater ‘purpose’?
Binet & Field insist that long-term marketing effectiveness is diminished if you invest more than 40% into activation and less than 60% into brand (all-sector average) – are they right?
Moderator: Paul Evans, former Global Head of Media, Vodafone Group
Panellists:
Carly Bedford, Group Head of Media, Sky
Beatrice Lindvall, Global Media Director, Danone
Wiemer Snijders, Author, Eat Your Greens
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