KEYNOTE: Marketing in the Trump age: New rules for a New Reality
No matter where you stand politically, there’s no question that the environment for brand owners has changed in the Trump era. Marketers must address a whole new set of risks and opportunities in the heated public debate around the social and political issues of the day.The stakes have never been higher in an arena where consumers, associates and other stakeholders are watching brands’ actions—and inaction—and judging them relative to their values and expectations. All this comes at a time when consumers are already gravitating towards brands that demonstrate a sense of authenticity and purpose. Examine these new realities and risks, and discuss ways brand owners can approach navigating this new environment.