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Indulgent, Guilty, Empowered: Harnessing Emotion in Brand Positioning and Brand Activism

The days of getting people to care for a company’s “do good” efforts are a thing of the past, as these actions are now table stakes. To break through, marketers must connect on a much deeper level with consumers by sparking genuine emotions and showing how an issue is unquestionably relevant to people’s everyday lives. Join two senior Ben & Jerry’s executives, as they share how their brand has leveraged the power of emotion to influence consumer attitudes and behavior.

Lisa Manley, Executive VP, CR Strategy, Cone Communications
Christopher Miller, Activism Manger, Ben & Jerry's
Jay Curley, Senirr Global Marketing Manager, Ben & Jerry's

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