Name
Shaping Brand Architecture for Strategic Success
Date & Time
Wednesday, February 13, 2019, 3:00 PM - 4:30 PM
Brian Sypher Eugenia Keegan Chris Cullina
Description
A focused and well-composed brand architecture can be the building block that leads from first time brand engagement to long term brand loyalty. This panel will discuss brand architecture by exploring how strong wine brands are built for long term success. The conversation will explore the composition of wine brands and how the architecture itself can help build flexibility, navigate trends and take advantage of opportunities in the marketplace - in both wholesale and direct-to-consumer channels - as they arise. The discussion will include how brand architecture affects pricing, positioning and channel management for your winery.
Location Name
Portland Ballroom 251 & 258
Full Address
Oregon Convention Center
777 NE Martin Luther King Jr Blvd
Portland, OR 97232
United States
Session Type
Breakout Session