An entrepreneurial marketing and brand communications professional. Experienced in delivering world-class marketing communications for premium global brands. Commercially astute and intellectually robust with experience across Automotive, FMCG and Media sectors.
Sessions
Apr 30
2:30 PM - 2:50 PM EDT
Yellow Stage
Brand & Growth Strategy
Consumer Behavior
Manufacturing/Durables & Auto
Skin in the Game: How Ducati Used Prelaunch to Learn Signals
Ducati prelaunched the Desmo and asked riders to put down a refundable deposit, separating real intent from casual hype. Then we listened closely to those who committed and those who walked away. The result was a few surprising truths about who wanted it, what mattered most, and how the launch story changed. Key Takeaways: 1. Real commitment revealed intent better than survey excitement. 2. The most serious buyers were not who we expected. 3. Early buyer signals reshaped product priorities and launch story.
