Brand Strategy for Effective Digital Marketing

In a survey of top CMOs at the Cannes Festival of Creativity, marketing executives agree that one of the biggest challenges in 2021 is finding a balance between performance marketing and brand building. At the heart of this challenge is the fragmentation of brands and messages in the digital creative and media ecosystem. However, these two critically important business strategies are not in conflict.

A consistent sharp brand strategy, distinctive voice, and consistent visual identity will help find and grow an engaged audience and deliver more effective and efficient marketing that accelerates the power of performance metrics. This session will illustrate through best practices and examples how to drive performance and build your digital brand.

After this session, you'll be able to:

• Use brand strategy to deliver a consistent and differentiated omni channel presence
• Use brand personality and voice to build your brand and capitalize on digital
• Leverage equity assets to improve marketing effectiveness and efficiency