In the current economic environment, a strong brand is more important than ever. However, brands aren't what they used to be. Across almost all industries, brands are having a hard time sustaining price premiums and companies are cutting back when they should be investing. How can you protect your brand and grow your business? A new era of branding is emerging.
We will discuss how to build a stronger, recession proof brand and position you to drive greater sales and profits. Today, it's critical that brands have a better dialog with their customer. Traditional branding isn't enough to expand that dialog and social media has opened huge opportunities and raised major issues for brands. For some, it will help drive growth in your business and for others it could be disaster. Learn how to better position your brand for the next 12-24 months and see if your brand is ready to incorporate social media as a way to better reach your target customers.
Featured Speaker(s)
Miro Copic Bio
Miro Copic is a co-founder and principal at BottomLine Marketing, a business and marketing strategy consulting firm. BottomLine specializes in helping organizations develop effective strategic brand platforms and marketing strategies that drive profitable business growth, with a focus on ROI.
Over his 20-year senior marketing, sales and general management career, Miro has successfully developed and launched a broad array of brands and businesses with leading multinational corporations, start-ups and turnarounds. BottomLine Marketing has helped clients in the entertainment, technology, consumer and non-profit sectors. Clients include DIRECTV, NTN Communications (interactive games), ProFlowers, Sperian Protection and the San Diego Museum of Art.
Prior to launching his consulting career, Miro was Chief Marketing Officer at Hasbro’s Wizards of the Coast division where he developed a successful portfolio strategy that generated sales 30% ahead of plan. Miro also served as Chief Marketing Officer of News Corporation’s SKY Latin America satellite TV service where he launch the most successful multi-channel television service in Latin America, reaching over 1 million subscribers in 24 months and taking the business from zero to over $250 million in revenues.
At Savoy Brands (Beatrice Foods), Miro turned around once leading snack brands against global competitors; growing revenues over 40%, helping the company turn its first profit in 5 years, regained lost share and re-established brand preference in all markets. Savoy brands operated in 10 countries in Latin America and the Caribbean . He started his career at Frito-Lay where he held a number of senior level marketing positions both domestically and internationally, running such high profile brands as Lay’s, Ruffles and Cheetos. He also ran channel marketing and was responsible for all channels of trade outside supermarkets such as club stores, mass merchants and convenience/gas retail.
Miro earned his MBA from Harvard Business School and a MPP (Master in Public Policy) from Harvard’s Kennedy School of Government. He earned B.A. in Economics and International Relations from the University of Southern California. He currently teaches a course on branding in the MBA program at San Diego State University . He serves on two private company boards as well as several non-profits including the Jackie Robinson YMCA and the Harvard Business School Alumni Association.
