9:20am - 9:45am Beauty and the Beast of Brand Diversification
Tuesday Jun 6
"Brands are running out of juice." Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi, considers that love is what is needed to rescue brands. And there comes Beauty and the Beast story of brand diversification. The lecture will include key brands that have successfully diversified across digital world, who have built and acquired several entertainment franchises, keeping each distinctly unique and yet additive to each other. The common thread is high-quality entertainment for the audience it serves, with an appeal that can be extended into experiences like app gamification, chat functions and leaderboards. The presentation will reveal how companies like Disney, Facebook, Google have succeeded in brand diversification and what can be done to empower smaller businesses to build successful brands and stay ahead of the trends in this dynamic industry.