Re-branding Modern Branding - Zach Pentel (Spotify)
“If you make something for everyone, it won’t really appeal to anyone.” In an age of worn-out brand tropes and increasingly predictable marketing strategies across the globe, how does one build a modern brand that maintains cultural heat while appealing to increasingly broad—and global—audiences? In a world where brands are all racing toward a predictable middle-ground, building a brand that audiences love can be hard to do when differentiation becomes difficult. In this episode, Zach Pentel explores themes and brand-new standards relevant to brand marketers and agency folks alike, using Spotify as an example of how to use data to make creative marketing scale—and likewise, how to be sharp and pointed as a culture-bending company grows. Recorded live in Amsterdam at OnBrand ‘19, Europe’s leading branding conference.