Roadmap to a Compelling Brand Refresh

A look under the hood at one of the financial services industry’s most successful brand refresh campaigns, offering insight on ways to leverage a fresh, nimble approach that capitalizes on cultural trends. This session is for senior digital marketers who seek a detailed roadmap of the research, insights, and tactical execution that form the foundation of a brand refresh. After this session, you’ll be able to:

• Gain an understanding of the research, strategy and execution that goes into a brand refresh
• Leverage tips and advice to streamline and improve the brand refresh process, from aligning public perception with company culture to managing a short-term plan while considering long-term sustainability
• Develop aggressive but realistic KPIs that measure the success of the brand refresh