Reimagining a brand from the inside-out, Digiday Brand Summit, April 2017

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How a salt brand is shaking things up

afterbefore

Morton Salt• Start-up mindset

• Comms-driven

• Brand equity

• Data informed

• Purpose

• Emotional

• Effectiveness

• Leased

• Pull

• Silo mentality

• CMO-led

• Volume

• A/B testing

• Product

• Functional

• Efficiency

• Owned

• Push

Traditional CPG

• Shake up your marketing model

• Take those brand perceptions and shove ‘em

• Do stuff that makes you uncomfortable

3 Takeaways

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