Dominic Johnson, final year student at Massey University, reflects on the Brand Summit, where industry insights reshaped his view on marketing, emphasising the power of distinct brand connections. Read below to learn more. 

The Marketing Association’s Brand Summit flipped what I knew about marketing on its head. From a student’s perspective, the past three years of studying have been content-heavy, to say the least. CPC optimisation, double jeopardy law, and international distribution strategies quickly fog up the brain and make it harder to see marketing’s true purpose: Feeling distinct.

The Brand Summit opened my horizons

In the words of Annabel Fribence, 'You’ve got to zig where others zag’. Her talk, particularly Carlton Draught’s Big Ad, shows how you don’t need to particularly make sense, or show your unique selling points, to feel distinct from consumers. This echoed the words of Kelly Grindle and Leanne Too, the masterminds behind the KFC Gravy Train, a 20-minute train ride that made global headlines. They explained how the event hit the sweet spot between solving a real-world issue, the journalism principles used to maximise PR, and physical touchpoints for effective activation. KFC isn't normally affiliated with trains, and I'm sure Auckland Transport would rather not have greasy chicken being served onboard, but it worked.

Mid-way through the day I was hit with a realisation. My client work does not compare to this. Understandably, I don’t have the same budget. But a few videos I’ve produced are no different to your local car salesperson. The Brand Summit has been the Vicks to my marketing degree, clearing the noise and showing me what’s most important at the end of the day. In the words of Islam ElDessouky, “Products are made in a factory, brands are made in the mind.” The Brand Summit has definitely changed my perspective on marketing and influenced me to take a deeper look at how I can grow my career and specialise in brand.

Source: Dominic Johnson, 30 September 2024