Joachimsthaler - Hidden in Plain Sight
Dr. Erich Joachimsthaler is one of the world's leading authorities on brand strategy and marketing, and is the Founder and CEO of Vivaldi Partners, a global strategy, innovation and marketing firm.
Dr. Joachimsthaler is a published thought leader. His last book, Brand Leadership, co-authored with David Aaker, is widely recognized as one of the leading books on the subject and in breaking discussion that led the emergence and growing importance of brand strategy as a management discipline. His new book, "Hidden in Plain Sight", since recently published at the Harvard Business School Press, will provide guidelines for senior executives on marketing and innovation strategies that drive breakthrough growth. He is also the author of numerous highly regarded articles and case studies in leading academic and business journals, including Harvard Business Review, Sloan Management Review, California Management Review and Business Week.
In this session Erich will discuss how to:
Find new growth opportunities in plain sight that are ripe for the picking
Optimize your existing portfolio to generate sustainable growth without relying on new products
Innovate beyond product by creating new business models or consumer experiences
Increase marketing spend effectiveness by directing your dollars to the most relevant aspects of consumers’ daily lives