Pass Type: All Access Pass, Main Conference Pass
Session Type: Concurrent Session
Session Topic: Branding & Advertising
What do you do when your brand identity changes overnight—but the transition takes years?
Ajay Parikh takes you inside the messy middle of a global brand shift in a highly-regulated industry. From aligning on a more human tone and voice without losing the integrity of existing approved claims, to leveraging key martech tools for speed and scale, Ajay takes you inside the creative and technical balancing act behind a multi-year brand transformation.
You’ll leave with practical ideas for leading through change, aligning teams, and using technology to keep your brand voice strong and compliant.
In this session, you’ll learn how to:
