In this session...
70% of CEOs & CMOs feel they're not resolving an urgent conflict between the need to build powerful brand stories at scale and the need to enhance how consumers experience their brands in the real world. We'll be discussing the strategic role of 'Participation' for brands in the modern economy, how this is practically driving performance for MINI in the UK and how other brands can accelerate their ability to embrace that role, through a unique approach called 'Lifestyle Hacking'.
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Our diverse panel of strategists, brand leaders and academics will unveil the 'Lifestyle Hacking' approach, and look at the critical factors (and red flags) in building Participation Brands to prove how they succeed in transcending the traditional parameters of their category / consumer relationship to unlock new levels of performance.
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