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July 1st, 2020
1:30 pm - 2:00 pm EDT

Brand Building in Crisis: Responding to Shifting Consumer Needs in Real-Time



As previous certainties and lifestyles give way to unexpected shifts, brands and retailers are being challenged to meet a rapidly evolving set of consumer needs and demands. Join Michele Morelli, SVP Global Marketing, Toluna and Scott Lachut, President Research & Strategy, PSFK, as they discuss how retailers are leveraging data-backed insights to quickly adapt to these new needs with initiatives that promote empathy, community and support.

This presentation is intended to act as a guide for companies as they look to innovate their offerings and build a resilient brand that can meaningfully connect with customers long after the crisis. As both consumers and businesses adjust to a new normal, learn about the key trends and best-in-class examples of organizations that are leading with compassion.


The Speakers

Scott Lachut

Scott Lachut is Partner/President of Research and Strategy at PSFK. For 10+ years, Scott has delivered insights to world-class brands. He studies emerging cultural signals to create frameworks for understanding change and its impacts, allowing him to paint a picture of the future, identify new opportunities and develop strategies for how to leverage them.

Michele Morelli

Michele joined ITWP in 2019, bringing over 20 years of experience to her role as SVP of Global Marketing Strategy. Michele is responsible for leading all marketing initiatives and identifying opportunities to grow ITWP’s client base across all brands internationally.

Before ITWP, Michele led the direct to consumer strategy at Prudential as Vice President, Strategic Initiatives. Prior to Prudential, Michele held senior roles at AOL, Citibank, Yahoo!, and Garter. Michele is a graduate of Villanova University where she received a BA in Communications & Sociology.

The RIW program has been developed to provide inspiration and direction to executives working in retail, at brands and their partner companies.

The Future of Retail festival has been produced by the team at Retail Innovation Week(R), a spin-off division from research and strategy think-tank PSFK.