Creating Brand Reappraisal, A Marketer’s Toughest Test

It’s easy to teach consumers something new, it’s so much harder to change their previously held opinion of you.

In this session, we will learn how companies have gone about trying to achieve the hardest of all marketing strategies, brand reappraisal.  We will see how some succeeded and some failed.  We will learn the multiple levers brand marketers have to pull from when going about this strategy and how to best identify if and when a brand is indeed in need of this approach.

Whether you are at the beginning of your brand journey or already down the road, understanding how to manage (and more importantly, avoid) brand reappraisal is one of the most important lessons for any consumer brand marketer today.



Christian McMahan

President Wachusett Brewing Company