Why Your Customers Don’t Care About Your Brand Promise
Jann Martin Schwarz, Founder, The B2B Institute
Brands promise all kinds of things in their messaging, especially in ads. In this provocative and entertaining talk, B2B Institute Founder Jann Schwarz will challenge you to think differently about your brand and what it promises. Based on new research in partnership with legendary management thinker Roger Martin and WARC, he will introduce a new mental model for how to think about the value of brand advertising in driving long term business value.
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