Flint McGlaughlin, Managing Director, MECLABS Institute
People challenged with a claim naturally resist it. But people who arrive at a conclusion will naturally defend it.
In this session, Flint McGlaughlin, Founder and Managing Director, MECLABS Institute (parent research organization of MarketingSherpa), will share the levers you can pull to help your customers arrive at the right conclusions about your brand.
McGlaughlin will integrate case studies around value proposition and branding from almost 20 years of consumer behavior research to help attendees at every level in an organization. Business leaders will discover how to rethink how they communicate their brand while marketers will learn to transform the messaging of any piece of marketing collateral to, ultimately, improve results by replacing promises with expectations and claims with conclusions.Download the session slides