Investing in brand versus performance is a constant tug of war, but oftentimes the ROI of brand-building is hard to defend. In this masterclass, learn how to approach brand and performance together—at the “intersection of building buzz and building business.” You’ll also learn how attribution tracking can be better linked to business outcomes and how to leverage channels for holistic storytelling.
Lesson 1: Taking an Integrated Approach
Taught by Marisa Thalberg, Chief Brand and Marketing Officer, Lowe’s Companies, Inc.
Lesson 2: Measure What Matters
Taught by Tariq Hassan, CMO, Petco
Lesson 3: Turning a Brand Into An Experience
Taught by Vineet Mehra, Global Chief Marketing and Customer Officer at Walgreens Boots Alliance