DEFINING YOUR BRAND THROUGH PURPOSE (Part 3 of 4)
Channel: VMA Media
Date: 16/11/2018

It’s not enough to just be a brand, you have to define what your brand values are. Sometimes this means clear definition around what your products mean to consumers (and what they don’t). Other times this means taking a stand on social issues. When consumers understand brand values, they find greater value in the brand.

Mark Rampolla, Founder of Zico Coconut Water and Managing Partner of Powerplant Ventures, will then share how his passion to help revolutionize the food industry helped create the $8 B global coconut water industry and how entrepreneurs are disrupting other major food and beverage categories. Mark believes that by reaching for higher hanging fruit, you can build incredible businesses, be highly profitable, and maybe even change the world.

Iain Douglas, CMO of Deutsch Wine & Spirits, will continue where Mark left off. As a brand marketer for 25 years, Iain has made it his purpose to connect brands to people at a core level, one that is aligned with specific archetypes innate to a brand's DNA. Iain will explore why archetypal analysis is more critical today than ever to maintain brand relevance in the new world of social media.

John Bohan, CEO of Socialtyze, will tie this all together; providing insights on why consumers yearn for clearly defined brands that stand for a higher purpose and make the world a better place.

Featuring:
Iain Douglas, CMO at Deutsch Family Wine & Spirits
Mark Rampolla, Founder at Zico Coconut Water
Moderator - John Bohan, CEO/Founder at Socialtyze

Filmed at the Videonomics Summit 2018 Rancho Palos Verdes, CA
https://www.vmamedia.com/event/videonomics-summit-3/#overview