“Beyond the Benefits List: Creating Authentic Relationships with Consumers” at Natural Products Expo East

Location: Natural Products Expo East — Baltimore, Maryland

“Authenticity” is the new buzzword for creating consumer confidence and brand relevance in the message-saturated healthy and natural marketplace. In this case study on how a company’s altruistic mission — creating real consumer value as well as jobs and meaning where they were much needed — becomes the stake in the ground for creating an authentic brand experience and the foundation for the brand’s new identity.

Pure Branding and Organic India partnered to create a more meaningful brand position that speaks to consumers’ minds and hearts — and builds upon consumers’ personal tea experience. Hear how the refined brand position creates greater consumer relevance in a highly saturated and fragmented category.

Speakers: Yadim Medore, Principal, Pure Branding; Ken Vickerstaff, CEO, Organic India USA