Zach Pentel - Re-branding modern branding | OnBrand '19

In an age of worn-out brand tropes and increasingly predictable marketing strategies across the globe, how does one build a modern brand that maintains cultural heat while appealing to increasingly broad - and global - audiences? In a world where brands are all racing toward a predictable middle-ground, building a brand that audiences love can be hard to do when differentiation becomes difficult.

This presentation will address themes and brand-new standards relevant to brand marketers and agency folks alike, using Spotify as an example of how to use data to make creative marketing scale - and likewise, how to be sharp and pointed as a culture-bending company grows.