Kelly Mackenzie, Creative Director & Founder, White Bear Studio
Design for disruption: Inside the challenger brand’s playbook
As the food and drink category navigates these changing times, there has been a lot of talk about innovating to win. Is your brand being disrupted by the external, or are you in the driving seat, creating change? Challenger brands have been bringing fresh ideas and innovations to markets that were all too often becoming stale. To stay relevant, inspire devotion in your consumers, and avoid external disruption, large corporations need to start adopting some challenger behaviours too. Kelly will speak about how Challenger brands ‘Design to Disrupt’, from a brand story to building a brand, for effective challenger brand packaging
