Branding’s Second Act

May 28, 2015

Executive Summary

Once a brand has been successfully repositioned, it cannot go back to business as usual. This is a critical time for a brand to differentiate itself from the competition. Marketers can stay relevant and deepen the connection they have developed with an audience through a well-planned second act. Helen McIntosh, director of global marketing communications at Ingredion, and Kelley Fead, director of brand practice at Slack, discussed how brands can build on the momentum of a successful activation with “Branding’s Second Act.”



Source

"Branding's Second Act." Helen McIntosh, Director of Global Marketing Communications at Ingredion; Kelley Fead, Director of Brand Practice at Slack and Co. BMA15, 5/28/15.

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