Matt Lawton, Five by Five’s Australian MD and Nadia Cameron, Editor at CMO, facilitate this fifty minute discussion with two senior marketers who’ve been guiding brands like Lenovo and WW through new product launches.
Timestamps
2.17 – Panellists share their best and worst career examples of marketing launches
8.50 – The role of community in launch marketing
17.46 – Translating a global brand to a local market
21.01 – The impact of technology innovation cycles on launch marketing strategy
28.30 – How brand positioning drives launch marketing creativity
29.14 – The agency relationship and blending dynamics
31.53 – Celebrity power in launching products and services
34.40 – Research and consumer insights influencing launch techniques
40.37 – Measuring launch marketing success short and long-term
48.45 – The internal stakeholders making or breaking launches
53.00 – Key brand attributes driving launch marketing approaches
