Hefty macro brand-transformation themes of personalization, a technology-first and courage-led culture in the face of failure, consistency and converting common sense into common practice were central themes during the inaugural Brandemonium in Cincinnati, a four-day live brand-driven experiential event and conference that drew 1,000 attendees.
During the opening keynote panel Thursday, Jim Stengel, president and CEO of the Jim Stengel Company and Alex Tosolini, svp of new business development at Kroger, which has its headquarters in Cincinnati, outlined some of the hurdles brands need to move past now in order to survive in the transforming brand-marketing ecosystem.
-Alex Tosolini, svp of new business development, Kroger
Many brands “are still in the product and service mentality rather than a service and frictionless mentality,” Stengel said, pointing to an evolving GE as an example of a large company going through the necessary process and cultural changes to survive.
Stengel was the global marketing officer at Procter & Gamble from 2001 to 2008.
He is also the author of the recently published Unleashing the Innovators.