The modern marketer’s toolkit
A four-part webinar series on what it takes to build Go-to Brands.
2024 promises to be a year of tremendous change for marketers — the application of generative AI, Google’s push to kill the digital cookie, the rise of Gen Z and its more than $450 billion in spending power, and more.
In times of rapid change, the brands that win are the ones that create real meaning in people’s lives. At Lippincott, we call these Go-to Brands—they see 5x higher revenue growth than those that miss the mark. And building them requires new perspectives and more modern approaches to finding the insight that matters.
Join our experts from Lippincott’s Marketing & Customer Strategy team, as they share what it takes to break through, and how you can drive brand meaning, preference and value in a time of constant change.
Stay tuned for information on registration.
How to broaden consideration by enabling progress in consumers' lives
Tuesday, February 27
8a PT / 11a ET / 4p UK / 5p CET
Our recent Brand Aperture® data paints a startling but clear picture: despite billions of dollars spent on marketing and advertising each year, only 5 percent of brands are considered unique to customers.
In this session, we discuss how to stand out as a 95 percenter, and how to infuse your brand with meaning to help consumers make progress in their lives.
Presented by: Chris Ciompi & David Pianin
How to build preference by maximizing perceived "bang for the buck"
Thursday, May 16
8a PT / 11a ET / 4p UK / 5p CET
In times of economic uncertainty, customers want to get a bang for their buck, which presents a challenge for brands: our recent survey reveals that nearly 25 percent of brands are perceived as charging more than they're worth.
Join us as we introduce the new standard of measuring and managing your ‘bang for the buck’ to win preference among your target audience.
How to generate quality demand with the power of your brand
Tuesday, September 24
8a PT / 11a ET / 4p UK / 5p CET
So many marketing metric reports focus on quantity over quality. Billions of impressions are great—but can you prove they were to right audiences, and that those audiences will meaningfully engage with your brand?
Join us as we share practical lessons on how to amp up your demand generation efforts by taking advantage of your brand’s power.
Lessons in becoming a Go-to brand from a year of change
Thursday, December 12
8a PT / 11a ET / 4p UK / 5p CET
Curious to know which brands further climbed towards the exclusive Go-to Brand status and which fell further away?
Join us as we share results from our 2024 research diagnosing performance of hundreds of brands. We’ll highlight meaningful shifts across categories and, most importantly, share lessons for what it will take to become a Go-to Brand in 2025.
