The modern marketer’s toolkit
A four-part webinar series on what it takes to build Go-to Brands.
2024 promises to be a year of tremendous change for marketers — the application of generative AI, Google’s push to kill the digital cookie, the rise of Gen Z and its more than $450 billion in spending power, and more.
In times of rapid change, the brands that win are the ones that create real meaning in people’s lives. At Lippincott, we call these Go-to Brands—they see 5x higher revenue growth than those that miss the mark. And building them requires new perspectives and more modern approaches to finding the insight that matters.
Join our experts from Lippincott’s Marketing & Customer Strategy team, as they share what it takes to break through, and how you can drive brand meaning, preference and value in a time of constant change.
How to broaden consideration by enabling progress in consumers' lives
Tuesday, February 27
8a PT / 11a ET / 4p UK / 5p CET
Our recent Brand Aperture® data paints a startling but clear picture: despite billions of dollars spent on marketing and advertising each year, only 5 percent of brands are considered unique to customers.
In this session, we discuss how to stand out as a 95 percenter, and how to infuse your brand with meaning to help consumers make progress in their lives.
Presented by:
Chris Ciompi, Senior Partner, Lippincott
David Pianin, Partner, Lippincott
How to build preference by maximizing perceived "bang for the buck"
Thursday, May 16
8a PT / 11a ET / 4p UK / 5p CET
In times of economic uncertainty, customers want to get a bang for their buck, which presents a challenge for brands: our recent survey reveals that nearly 25 percent of brands are perceived as charging more than they're worth.
Join us as we introduce the new standard of measuring and managing your ‘bang for the buck’ to win preference among your target audience.
Moderated by:
Chris Ciompi, Senior Partner, Lippincott
Speakers:
David Pianin, Partner, Lippincott
Steve Henig, Former Chief Customer Officer, Wakefern Food Corp.
How to generate quality demand with the power of your brand
Tuesday, September 24
8a PT / 11a ET / 4p UK / 5p CET
The relationship between sales and marketing is often marked with friction. But with 80% of B2B sales going digital by 2025, it's more important than ever for sales and marketing to be aligned—especially because this rapid move to digital will blur the lines of who owns which outreach tactic.
Join Lippincott and Oliver Wyman for this dynamic session on how to drive seamless sales and marketing synergy—ultimately generating qualified leads and overall growth.
Moderated by:
David Pianin, Partner, Lippincott
Speakers:
Chris Ciompi, Senior Partner, Lippincott
Gabe Knapp, Partner, Oliver Wyman
Lessons in becoming a Go-to brand from a year of change
Thursday, December 12
8a PT / 11a ET / 4p UK / 5p CET
As we close out 2024, it’s time to reflect on which brands drove the most value for customers, and what brands are poised for growth in 2025 and beyond.
Join us as we share results from our 2024 research diagnosing the performance of hundreds of brands. We’ll highlight meaningful shifts across categories and, most importantly, share lessons for what it will take to become a Go-to Brand in 2025.
Speakers:
Chris Ciompi, Senior Partner, Lippincott
David Mayer, Senior Partner, Lippincott
