Brand 50

1. Data Analytics

1.1. Be more flexible and customer-centric at scale

1.2. access

1.2.1. quest for real time data to support internal decision making related to customers (meeting them where they are)

1.3. Understand customers

1.4. Privacy - protection customer data

2. Talent

2.1. balance of analytical minds and creative thinkers

2.2. What does talent model need to look like to drive growth

2.3. Insource vs. Outsource

2.3.1. Diverse backgrounds

2.4. Impact of tech on marketing jobs

2.5. Skills/reskilling

3. Customer journey

3.1. Creating more enjoyable experience to drive brand ambassadors

3.2. Creating cohesive, consistent experience across markets

3.3. Bridging offline and online

4. Technology

4.1. Digital customer journey

4.2. How customers engage with brands

4.3. Changing purchasing habits in digital age (alexa - how to remain front and center)

4.4. Blockchain and agencies

4.5. Leverage for storytelling (chatbots, AR, VR)

4.6. Martech - what's needed, how to make sense of options

5. Future of Marketing

5.1. Marketing as a growth driver for the org

5.1.1. How to show ROI / where does marketing impact the bottom line

5.2. Changing org structure model

5.2.1. Old school vs. New school of thought

5.2.2. Role of technology expertise

5.3. Changing consumer trends

5.3.1. Gen Z

5.3.2. Brand personality

5.3.3. Transparency and authenticity

5.4. Evolution of the marketing leader role

5.4.1. CMO role shifting from creative to experience

5.4.2. Role descriptions versus remit aren't aligned - how to drive change

6. Purpose-driven brands

6.1. loyalty linked to shared values + quality product - brand equity more important than ever

6.2. Internal and external rally cry