A nearly 20-year Hall & Partners veteran, Matt is a seasoned brand strategy and insights leader who helps brands thrive by connecting data, culture, and strategic clarity. He leads teams across New York and Chicago, guiding research which fuels growth for Fortune 500s and emerging disruptors across food and beverage, technology, retail, financial services, apparel, gaming, and more. With deep expertise in brand tracking, segmentation, and marketing effectiveness, Matt translates human insight into meaningful action which shapes stronger brands and drives growth.
Sessions
Apr 29
3:50 PM - 4:15 PM EDT
Green Stage
Brand & Growth Strategy
Consumer Behavior
CPG/Food & Beverage
Beyond Mental Availability: Owning Moments That Truly Matter
Most marketers agree: mental availability drives growth yet few measure it well. Brands win when they come to mind in the right moment. In this eye-opening session, Matt Vicenzi (H&P) and Melissa Garvy (OliPop) will discuss how mapping demand spaces reveals the contexts where brands matter most. And how situational awareness can shift strategy from broad reach to meaningful, context-driven impact. Key Takeaways: 1. Context is King: see how brand associations strengthen when tied to the right demand spaces. 2. Precision Growth Strategy: Target the right demand spaces to fuel smarter brand growth. 3. Smart Measures: Learn how to monitor situational awareness to see when your brand is coming to mind.
