You’ll learn:
- How brands can effectively position themselves in this new category blending landscape.
- The role of storytelling in communicating new identities to consumers.
- How the beverage category is successfully evolving.
Breakout Session: Blurred Lines – Crossing the category chasm
10:30 - 11:00 Round 1: Breakout Sessions
Michael Van den Brande – Strategy Director BX, VML
Breakout session: 30 minutes
Dive deeply into the evolving landscape of brands, where traditional categories are increasingly becoming obsolete. We will explore how innovative brands are redefining their identities by blending functionalities and roles, while appealing to diverse consumer needs. Gain insights into how these shifts create new opportunities for brand positioning and consumer engagement.