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BREAKING BAD. HOW TO TRANSFORM A BRAND WITHOUT DESTROYING ITS LEGACY

DOMINIQUE TOUCHAUD / VIDYA MURTHY
An intentional play on words with the famous TV series… we hear all about disruption and category destruction. For all those working in established categories, this raises questions about constant reinvention.

Do brands have to break the rules to stay relevant? In this session, we address the tension brands face between evolving to stay current or resting immobile to stay true to brand (at the risk of stagnating). You will discover how some P&G brands have resolved this tension through creativity… and how some did not!

Breaking Bad, Stranger Things, House of Cards, Black Mirror… did you know that Netflix has more than 1000 series in its US catalog and more than 4000 movies? That’s tough competition when you’re launching a new film – so how do you stand out? Being a ‘good movie’ is necessary but not enough. You have to attract significant viewers the first weekend and they have to like it enough to encourage others to go… There are codes to movie genres, and new films have to break just enough of them to stand out.

Brands and categories have codes too. The easy way is to follow these codes, but then how do you maintain relevance for old audiences whilst getting noticed and appealing to new people? You have to break some of the rules. The challenge is knowing how many to break and how many to keep.

So Is BREAKING BAD?

DOMINIQUE TOUCHAUD

ASSOCIATE BRAND DIRECTOR

PROCTER & GAMBLE ASIA

Dominique has been involved in communications with agencies in Germany and France (Saatchi, Leo Burnett) where he handled international accounts such as Kelloggs, Danone and P&G. he later moved client side to become the head of global advertising for Swatch. He joined P&G's expert group of Brand Building Integrated Communications 12 years ago and has had successive stints in Central Europe and the Middle East and Africa, Latin America. He is now based in Asia, where he has been reborn as a digital native. Dominique has a passion for launching new brands, new products or finding new ways to communicate with his family at the other end of the planet or his consumers right next door. He has spoken and judged at various festivals in the region (Spikes, Smarties, Mobex, etc...)

VIDYA MURTHY

ASSOCIATE BRAND DIRECTOR

PROCTER & GAMBLE ASIA

Vidya has more than 14 years of experience building P&G brands in Asia. She believes that if you start with thinking about how you can truly improve consumers’ lives with your brand, business will follow. Spurred by this belief, she has been part of several award-winning and business-building campaigns that have won consumers’ hearts. She was 1 of 8 people featured by India’s leading business daily, the Economic Times, as India’s ‘Hottest Young Marketers’ (Nov 2011).

She is currently the Associate Director, Brand Strategy & Communication, for Safeguard (Global) and Pantene China.
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