Rebranding: Making a 145-Year-Old Institution Not Only Relevant but Irresistible

Come hear the rebranding story of The Metropolitan Museum of Art. If 145-year-old art museum figured out how to stay relevant in an increasingly digital world where institutional authority is challenged, then you can do the same for your brand. This session will challenge marketers to think beyond “relevant"" to “irresistible” even for brands that have existed across generations. After this session, you’ll be able to:

• Excavate the essential, intangible truth of your brand
• Understand how to “read between the lines” of your audience research
• Better align your organization to deliver a 360-degree brand experience