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Marketing VanguardAuthor: Adweek
The word vanguard, is defined as a group of people leading the way in new development or ideas. Marketing Vanguard: the podcast, spotlights the people who are driving the industry forward. It will feature valuable, must-listen nuggets of marketing-leadership wisdom, humility, stories, strategic insights, and growth opportunities in an era of ever more complex industry pressures and realities. Together well dive into what's driving the decision-makers of today to move the needle of some of the worlds most exciting brands in incremental or monumental ways. Hosted on Acast. See acast.com/privacy for more information. Language: en Genres: Business, Management, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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The Proven Playbook for Cultural Relevance at Georgia-Pacific with Laura Knebusch
Episode 139
Thursday, 15 January, 2026
How does one keep a 100-year-old brand relevant in today’s turbulent times of marketing and consumption? The full picture reveals itself in this episode of the Marketing Vanguard podcast as Laura Knebusch, SVP of CPG Marketing and CX at Georgia-Pacific, breaks down what it takes to keep a heritage brand alive and thriving. From how century-old heritage brands like Brawny, Angel Soft, and Dixie evolve without alienating loyal consumers to how a classically trained marketer navigates AI, retail transformation, and cultural moments in real time, this conversation proves that adaptability and agility aren’t just possible; it’s crucial to the success and growth of your brand. What You'll Learn:How to refresh iconic brand characters while preserving core equityWhy "living your brands" is an organizational imperative, not just a marketing functionThe measurement system that connects marketing investment to business outcomesHow to capitalize on viral moments and cultural momentum without losing authenticityWhy sustainability messaging shouldn't drive your brand positioning (even when consumers care)How to architect a modern marketing organization that balances internal capabilities with external partnerships Hosted on Acast. See acast.com/privacy for more information.
