Branding Conference

Each person gets several opportunities in life when they can reconsider the purpose of their existence. Brands should do the same. How is the purpose of a brand seen so clearly during a crisis?

Is today, because of the ease of access to information, harder than ever to distinguish truth from lies? Is it possible to overcome the fake news pandemic? What is the price of fake news in a state of crisis? Does the media have enough ethics to resist them? The best answer to these questions has a man who doesn't mince his words.

When we are not sure how we will do it, then we try to learn from the best. At his last workshop as part of BC 10, Mark will reveal which successful brands were created during the previous recession, and which major mental paradigm shift has occurred in the meantime.

If crisis = opportunity, and opportunity = resetting communication, “brand purpose” or the current business model, then time is now! How? Mark will discover this at his sega-mega interactive workshop. 

Has the overnight crisis also changed consumer behavior? Did they suddenly get new desires and needs? How to deal with this? We answer these questions and find solutions in the first bombastic workshop prepared for us by Mark Shayler, Founder at APE. 

Why did some brands stay quiet when a crisis occurred? Why others didn’t? How to get back among people now? Who was successful during the crisis? There are so many questions and only one Davor Bruketa,  Creative Director and Designer at Bruketa&Zinic&Grey.

This is neither the first pandemic nor the first recession. Many experts can say with certainty, "Been there, done that!". Rory will take us on a journey through time by sharing essential knowledge that will help brands do what’s important now – create a strategic vision for the future.

---

Rory Sutherland could be one of the most persuasive arguments in the advertising industry on why you should never change a winning team. He came to the Ogilvy Agency as an intern, just as he graduated. For the next 32 years, he changed positions but never thought about changing the agency. As the award, he now enjoys the flattering title of vice chairman, but more than that, he enjoys the new department he founded within Ogilvy.

In that department, within his psychology graduates, he is looking for "invisible opportunities" in consumer behavior. He claims that small contextual changes can have a significant effect on the decisions people make. He proves such claim by tripling the call center sales rate by adding just a few sentences to the original call scenario. He has published two books: The Wiki Man and Alchemy: The Surprising Power of Ideas That Don't Make Sense. Friends say that he is a force of nature.

He has 32 years of branding, design, and advertising experience.

Many business sectors were lucky, so during the crisis, they were able to continue their business in organized work from home, but this was not the case with FMCG brands. To predict their future, we will not need a crystal ball, but the experience of someone who has dedicated his entire career to improving business within this sector.