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Account Director, Europe, Digimarc Paul works directly with brand owners that want to get started with product digitization but don't necessarily know how. Brand owners are learning that product digitization preserves margins against counterfeited or diverted products. It can also enable a D2C owned media channel for two-way contextual consumer engagement in real-time. Paul holds an MSc in International Marketing from Kings College London Business School and is a Chartered Marketer with the Chartered Institute of Marketing (CIM). |
About the Session
Unleashing the Power of Your Products to Build Consumer Trust in Your Brand Promise – From Contextual Consumer Engagement to Data-driven Brand Integrity
Tues 15 Nov, 15:00 PM – 15:30 PM (30 Mins) • Presentation Area I/Main Stage
Distrust is society’s default emotion, according to Edelman’s latest Trust Barometer survey. For brands in the consumer goods industry –which produces 4.5 trillion products every year – trust is paramount.
Imagine the trust new parents place in diapers for a newborn. The Pampers promise: Safety for your baby. Breaking trust can affect a brand’s bottom line. Brands actively earn trust by providing personal and personally valuable experiences at each stage of the customer journey.
Connected packaging, through product digitization, is disrupting the way brands and consumers connect. Digitized products deliver real-time data intelligence allowing brands to meet consumers’ demands for contextual, personalized experiences. With the reckoning in digital advertising and the backlash against greenwashing, savvy brands are leaning into product digitization, but they’re asking, how do we get started?
In this session, we will explore:
✔ Product digitization; selecting the right option for your brand
✔ Future-proofing your solution; why global standards like GS1 Digital Link matter
✔ Beyond consumer engagement, protecting your brand with multi-factor authentication and covert digital watermarks
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