Track 1: Next-Gen Insights Leadership & Strategy
Changing Global Brand Perceptions
As one of the most notable success stories of the dot-com era, eBay has enjoyed an incredibly successful 20+ years as a global e-commerce company. However as the company evolved, the eBay team needed to ensure their customers’ perception of the company would evolve with them. To be successful in this new space, eBay looked to gain insight into the brand messaging and positioning that would not only resonate with its current buyers, but also speak to potential buyers. Learn how eBay leveraged consumer research to gain immediate insight into the consumer brand messages that would resonate most closely with buyers preferences, differentiate them from the competition and close some of its perception gaps in order to ultimately increase eBay consideration.
Nic Brandenberger -
Director, Global Brand,
Thomas Walker -
Senior Director, Global Brand and Customer Insights,