Delivering a brand's promise during a pandemic

摘要

What it takes to bring a brand's promise to life was the subject discussed by a panel of marketing executives during a webinar hosted by the Chicagoland Food and Beverage Network (CFBN) in December. The experts addressed how their brands have evolved during COVID-19 to stay connected with consumers. They shared approaches to help strengthen loyalty to established brands while developing an allegiance with consumers to new products during a time void of in-person sampling. "The importance of building strong connections and interactions with consumers is even more pertinent in the changing world our companies now find ourselves in," said Alan Reed, executive director of CFBN, an organization that provides a forum for collaboration and support and connects the 4,500 companies in the industry throughout Chicago to drive innovation and growth in the region. "With new brands on the market, new products, new ingredients and the changing norms of retail, foodservice and direct-to-consumer interactions, innovation is more important than ever."