Enemies Are Your Brand’s Best Friends: Innovative Brand Strategy with SS+K
Hosted by SS+K
Featuring Stevie Archer, Executive Creative Director, SS+K; Amy Frisch, Managing Director and Head of Client Services, SS+K; Nick Petrillo, Associate Director of Strategy, SS+K; John Newall, SVP, Global Brand, Smartsheet; and Rob Shepardson, Cofounder and Partner, SS+K
It’s common knowledge that meaningful brands have to stand for something. But how can you say what your brand stands for if you don’t understand what your brand stands against? In this session, join SS+K and Smartsheet, both honorees of Fast Company’s Most Innovative Companies list, as they share how their strategy of keeping enemies close is the key to building insightful and innovative brands. They’ll also draw upon lessons from politics to discuss the power of establishing heroes and villains in storytelling to motivate change.