17-19 August 2015, RACV Royal Pines Resort, Gold Coast
A Year On: How Brand Purpose & Story Telling Creates Economic Value
John Broome
Marketing Director ANZ
Kellogg
Speaker Bio
John Broome is Kellogg’s Marketing Director for ANZ and brings over 25 years brand marketing experience in several packaged goods categories including food, confectionery, cleaning and personal care, having worked with a number of key global FMCG companies including Reckitt Benckiser and Nestle. Originally from Yorkshire, England, John has lived and worked in various countries, including the US, Canada, UK and Europe.
Presentation
Kellogg’s exciting Nutri-Grain relaunch campaign is delivering positive results. John Broome enlightened us last year on the role that purpose can play in brand image renewal. A year on, he will provide key input on the latest stages of this continuing Kellogg’s journey, and how putting ‘purpose into practise’ is creating brand growth:
• Bringing the brand purpose alive in a relevant, authentic way to restore relevancy to the target market that is translating through to improved brand sales
• Sharing insights on staying meaningful to both consumers and shoppers when the two are not similar
• Sharing guidelines on improving brand story telling in both traditional and new-age media channels