From the ad:tech Chicago session, "New Product/Service Growth Strategies for Marketers" with Laura Schmidt, Vice President, Innovation, Landis Strategy & Innovation.

Brand marketers are challenged to achieve sustainable and renewable top-line growth in an environment in which the consumer-to-brand relationship lifecycle has changed dramatically. Marketers need a disciplined, scientific-based strategic model to successfully manage resources toward the growth goal.

This session looks at how the changed innovation paradigm affects product marketing. It illustrates how a new system for product growth and marketing, called "Domain Ownership," helps brands redefine their competitive arena according to customer needs and demand sources, and how this methodology can better target own-able clusters of customers with common needs, attitudes and behaviors.

Introduction:
Peter Storck, President and Founder, Points North Group

Workshop Facilitator:
Laura Schmidt, Vice President, Innovation, Landis Strategy & Innovation

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

Special Note: This presentation included a PowerPoint slideshow that is available at the ad:tech Chicago presentation archive. Download it here.

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Speaker(s): Laura Schmidt, Vice President, Innovation, Landis Strategy & Innovation

Format: 28:40, 10.5 MB, MP3