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Happiness as a Practical Driver of Brand Strategy: Leveraging the ‘Halo Effect’ to Make Sustainable Products Desirable

One of Silicon Valley’s hottest startups is sparking consumer interest in its plant-based Impossible Burger not by leaning on dry positive-impact statistics, but by promoting the taste, coolness and even “delight-factor” of the product. At SB’17 Detroit, Rachel Konrad, Chief Communications Officer at Impossible Foods Inc., shared her expertise in creating the brand “halo effect” and how every business can benefit from taking a similar strategy.

Rachel Konrad, Chief Communications Officer, Impossible Foods

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