Cathal Gillen is Co-Founder and Head of Strategy at Distinctive BAT, a Distinctive Brand Asset research consultancy, and its sister offering, Salience Plus, which focuses on Category Entry Point research. His work focuses on global research projects with brands such as Pizza Hut, Canva, LinkedIn, Lipton, KLM, and Tylenol, helping brands research, measure, and track their DBAs. His research has been featured in outlets such as WARC, Adweek, Marketing Week, and Creative Bloq, and he is a frequent contributor on topics related to marketing effectiveness, brand health measurement, and Distinctive Brand Assets.
Sessions
Jun 23
11:45 AM - 12:05 PM GMT+2
Blue Stage
Brand Strategy
Consumer Behavior
Growth Strategy
Shopper & Pack Testing
Standing out on Shelf: How DBAs Drive Equity & Sales
A distinctive pack is a brand growth multiplier. Get it right, and you drastically improve your chances of success. For established brands, it means being easy to find so your product is chosen with little effort. For new brands, it means standing out from the clutter and grabbing shoppers’ attention. In this session, we’ll unpack key lessons uncovered from testing thousands of packs. Key Takeaways: 1. Learn how established brands use DBAs to be easy to find on shelf 2. The tricks new brands use to circumvent category norms in order to stand out 3. And how to implement a range design system that drives equity and amplifies distinctiveness
Also speaking
Clara Kelleher
Global Head of Communications, William Grant & Sons
