The “laws of growth” have become ubiquitous within the majority of leadership brand-building organizations. Growth comes from increasing penetration, which is driven by physical and mental availability, which in turn is driven by making your brand distinctive.
This may sound simple, but marketers spend $500 billion on advertising globally, with hundreds of people working on each brand across dozens of countries and multi-channel communication touchpoints. As a result, there are always a variety of brand elements that are in play (colors, logos, icons, textures, shapes, sounds, claims, etc.). How do you know what to prioritize?
Associate Director of Insights and Planning, Kellogg's Canada
After graduating with a Master's degree in Experimental Psychology and a few years on the supplier side, Joe Amati fell in love with the power that research has on transforming strategy. After informing strategic retail and brand decisions including the formation of the PC Plus loyalty program at Loblaw, Joe heads up the Canadian Insights and Planning team, driving strategy for both brands and shoppers at Kellogg's Canada, helping change how the business thinks about cereal, breakfast, and snacking.
Founder and CEO, Hotspex
As founder and CEO of Hotspex, Shane has surrounded himself with talented marketing and behavioural scientists to build innovative award-winning methodologies, while working with 15 of the top 20 global advertisers in over 30 countries. He was also the former Chair of the MRIA.
In recent years, Shane and his team have launched cutting-edge implicit measurement tools, and Hotspex has been voted among the top 20 most innovative insights consultancies globally for three years in a row.
With over 6,000 followers on LinkedIn, Shane’s opinion of the future of marketing, insights, and advertising is sought after by senior marketers around the world. His passions are for tech-driven new ideas, the future of market research, and his wife and three young sons.