Marketing Vanguard The Proven Playbook for Cultural Relevance at Georgia-Pacific with Laura Knebusch
How does one keep a 100-year-old brand relevant in today’s turbulent times of marketing and consumption? The full picture reveals itself in this episode of the Marketing Vanguard podcast as Laura Knebusch, SVP of CPG Marketing and CX at Georgia-Pacific, breaks down what it takes to keep a heritage brand alive and thriving. From how century-old heritage brands like Brawny, Angel Soft, and Dixie evolve without alienating loyal consumers to how a classically trained marketer navigates AI, retail transformation, and cultural moments in real time, this conversation proves that adaptability and agility aren’t just possible; it’s crucial to the success and growth of your brand.
What You'll Learn:
- How to refresh iconic brand characters while preserving core equity
- Why "living your brands" is an organizational imperative, not just a marketing function
- The measurement system that connects marketing investment to business outcomes
- How to capitalize on viral moments and cultural momentum without losing authenticity
- Why sustainability messaging shouldn't drive your brand positioning (even when consumers care)
- How to architect a modern marketing organization that balances internal capabilities with external partnerships
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