LEAD Network Event LEAD-Up Day Innovation Workshop

Are you working in a marketing, category management, brand management, e-commerce, digital or market research role for your company? Then join our LEAD-Up Day Innovation Workshop in Madrid on 18th November to hear about the latest thinking and key trends in the marketing and brand space, learn from your peers and take practical tools back to your workplace.

Consumer expectations of products, brands and companies are changing constantly and the retail landscape is becoming more crowded and diversified. Continuously developing your thinking and evolving your practices as a marketing professional is critical for success and for your brands to stand out and realize the opportunities that exist.

In this interactive workshop, we’ll take a deep dive into two specific marketing topics and explore case studies from across our partner network to bring concepts to life:

Brands with a Purpose: we’ll explore case studies from companies like Danone and P&G that are using their brands for a bigger purpose – to drive change in society, have a positive impact, challenge mindsets but in the end, still help their businesses grow and succeed.

Our Journey to creating a Manifesto Brand (Font Vella Case Study)
At Danone, we believe in the conviction of the B-Corp movement to move from being a brand who wants to be the best “in” the world to be a brand who want to be the best “for” the world. Our Spanish Water Business is the first Natural Mineral Water Company in Spain and Europe to reach B-Corp Status and what’s lead to this success is not only how we treat our employees but also how we position ourselves as a brand.

During this session, we will share the evolutionary journey of Font Vella as a brand that’s historically been marketed to women and how our consumer insights, our heritage and our drive to create a more meaningful brand has helped us to drive a business turnaround and deliver inclusive growth.

Digitalization: In the second part of the workshop, we’ll first explore with Nielsen how we can leverage technology to innovate by engaging with consumers, suppliers, retailers and other interest groups throughout the design process. Then we’ll dive into some leading practices for your eCommerce strategy to ensure your digital customer journey and consumer experience are having the right impact.

E-commerce – Really just commerce or already marketing? How to successfully establish and sell brands online
Today, eCommerce is often still seen as sales and distribution channel. This perspective forgets about the large reach of successful eCommerce retailers as Amazon and Alibaba and about the vast potential but also massive risks it includes for brand development, brand building, user reach, and consequently sales. How to get that right and ensure all processes along the value chain get enhanced and adapted accordingly as well as what the new thinking it requires looks like will be part of this session.

If you have any questions, please contact our help desk at conference@lead-eu.net