If you start your day with the understanding that people really don’t care about your brand, that you’ve got to care about them first before they’re going to care about you, you’re going to have a very different mindset and you’re going to do very different things. One of the things that we all need to do is super basic — step back and reset, and think that our job as a marketers is to identify and understand who our core consumer is. And then our job is to serve them. Serve them through products, serve them through experiences, serve them in any way that makes sense for them.

Geoff Cottrill and David Carrewyn hold key roles at The Cola-Cola Company in creating consumer engagement both through powerful design and relevant experiences that Coke brings to life. Their professional affiliation and friendship began years ago as they worked together on the revitalization of Converse. With a small budget, they resuscitated Converse by focusing on digital and social media. The messaging had to link to brand heritage and loyal fans while finding new ways to engage with consumers to renew the long-time love of the brand. Converse not only evolved the products it brought to market but became a curator for new innovative music and art. The efforts were wildly successful, and converse returned to a powerhouse of growth and consumer engagement.

Geoff and David will draw on stories of the past as well as the challenges of today to share a narrative of brand evolution and passionate relevancy. We are here to serve those who love our brands and create meaningful experiences that open the door to deeper engagement and a world of possibility for the future of our brands.

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Brand Renaissance: Reimagining Converse with Geoff Cottrill