Is data an ally or enemy of good brand-building?
With new measurements and tools, is there a danger that the classic discipline of brand building will fall by the wayside as more easily quantifiable areas such as performance marketing get prioritised? Can too much data lead to brands with commodified products looking, sounding and feeling the same?
Or can enhanced measurement tools help to quantify brand perception for the first time and derisk the creative process?
In this panel, we will delve into these issues to determine how brand marketers can filter out the noise and embrace the power of data.
Ben Rhodes, Brand Director, Phoenix Group
Jasper Martens, CMO, PensionBee
Justin Deaville, Managing Director, Receptional
Colin Bennett, Head of Marketing and Client Experience, GAM Investments
Chair: Alex Sword, Editor, The Financial Services Forum