In this session...
Wendy’s dethroned the competition, not because the brand outspends the other guys but because Wendy’s outplays them. As a challenger, Wendy’s takes on the competition by taking calculated risks and building authentic relationships — turning customers into fans and treating fans…like friends. Wendy’s Global CMO, Carl Loredo, will share insights on how the brand doubles down on big stages and emerging platforms and finds new ways to connect with customers in a dynamic marketing landscape.
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Wendy’s emerged from the pandemic as #2 in the QSR burger category, with growth outpacing the industry. Learn how the iconic QSR plays the game differently — going beyond transaction data and passive listening to see consumers as people.
As one of the most engaged brands out there, the session will share Wendy’s recipe for success in tapping into shared passions with fans to build an engaged community — at the intersection of entertainment and pop culture. Learn how to develop a strong brand identity rooted in an understanding of consumers, pushing for better to boldly disrupt the industry. This session offers actionable insights into championing a challenger brand, pushing boundaries, staying relevant and pushing beyond transaction data to tap into brand-driving insights from your customers.
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What You'll Learn from This Session...
- Refining a Brand Voice: Dive into building a global brand voice to resonate with customers while standing out from competition.
- Digital Unlocks for Customer Connection: Strategies to reach and build upon a customer relationship, using digital as a key driver from top of funnel awareness to purchase.
- Balancing Creativity, Risk and Results: Learn how to approach new, disruptive ideas by balancing creativity and brand guardrails to drive engagement and build relationships with new audiences.
