From Conception To Communication: The Argument For Being Distinct

What’s the point of investing in product innovation if you can’t match that in marketing? How can you expect the benefits of something completely new to be communicated by using the same old tactics and the same old category codes? Put simply, you can’t. The same old marketing stuff gets scrolled-passed, dismissed as ‘same old’ product and ‘same old’ brand. In this lively discussion, we’ll bring together three high-profile marketers and innovators and their agency to argue the case for innovation being matched in both product and marketing, fighting their corner for why sameness doesn’t do justice to the innovation process. In whiskey, consumer technology, and entertainment, designing a new product is an immensely expensive and time-consuming process. You can’t afford marketing to allow it to fall at the last hurdle. The panel will showcase work for new and old brands where a desire to rip up the existing codes has delivered unexpected results.