In this session...
Over the past year and a half, Zoopla has been on a mission to overhaul its brand from inside out. From hermit crabs moving house to its new positioning ‘We know what a home is really worth’, Zoopla has learnt to play on its’ strength and also tap into the emotional value of home hunting.
But evolving brand proposition is just one part of the puzzle to becoming the preferred site for consumers in a competitive and changing housing market.
Gary Bramall, CMO at Zoopla will explain how purpose can drive every business decision, how to play the long game using content, context and data and why having an agile strategy in times of uncertainty is key.
What You'll Learn from This Session...
- Why purpose should always connect to your business’ superpower
- The importance of appealing to people’s rational and emotional stakes
- How to move with your audiences - across their needs and over time
- Why having the right partners for the right part of the journey is key