“UNDER THE INFLUENCE – HOW THE INTERSECTION OF INDUSTRY, MEDIA AND CONSUMER INFLUENCERS IS UPENDING THE OLD MODEL OF BRAND BUILDING, AND HOW YOU CAN USE THAT TO YOUR ADVANTAGE.”
Once upon a time, building brands in the drinks business, or indeed, any business, was a simple thing. You identified your target audience, filled the bars and bottle stores they frequented with your products, and advertised everywhere until it sold out. But the modern drinks business has changed beyond all recognition. The disruption of the media landscape, and the rise of social media, has elevated a new generation of trade, media and consumer influencers, given them much more power to make and break brands, and blurred the old distinctions between all of these groups. Using some of Bacardi’s experience working with influential figures in the bar industry, as well as in music and other fields, Jacob will explain how the traditional way of brand building has been upended forever, and how you can use Influencers to your advantage in this new era. Learn how to identify, collaborate and measure work with these increasingly powerful figures for success in a new and ever changing landscape.