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Monday, March 16 • 5:00pm - 6:00pm
Apple, Marilyn and The Pope: Why Brands Need Tension

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What do Marilyn Monroe, Apple and the Pope have in common? They each exemplify seemingly oppositional qualities that, when brought together, make their meanings intriguing and unforgettable. According to Y&R’s BrandAsset® Valuator (BAV®) data, trust in brands is at a twenty year low. Brands are more perceptually redundant today, finding it harder to differentiate in today’s marketplace, where consumers have limitless options and feedback at their fingertips.
So, how can your brand stand out? The Answer: Conflict is contagious. Marketers used to try to lock brands into a one-dimensional positioning statement with a single-minded proposition based on one thing we needed people to know. Today, we see that to engage and grow a great brand, its story needs to have tension. Marilyn was Seductively Innocent. Apple has made Smart, Sexy. And Pope Francis (@Pontifex) is taking a decidedly Untraditional approach to a very Traditional role.
Embrace tension! Grow your brand!

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avatar for Michael Sussman

Michael Sussman

Pres, BAV® Worldwide, Y&R
As President of BAV® Worldwide, Michael Sussman oversees BrandAsset® Valuator, Y&R Advertising’s proprietary global brand model and database. He is responsible for the integration of BAV® and other quantitatively driven tools into the agency’s strategic process, bridging Brand... Read More →

Monday March 16, 2015 5:00pm - 6:00pm CDT
Hyatt Regency Austin Zilker Ballroom 3

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