Pertinent branding and sustainability at Danfoss




Nov 24th, 2020 from:

09:00 - 11:00

Pertinent branding and sustainability at Danfoss

Mette Munk

Head of Group Branding, Design & Digital Communication at Danfoss

Group Discussion: Branded content

Jannik Devantier

Director, Business Value & Strategy, EMEA at Sitecore

Customers today expect to interact with brands on many channels, both online and off, and they value sustainability very high, and make informed decisions about their consumption and footprint from source to final purchase.

So how can an organization that wants to engage with customers worldwide across an ever-growing number of channels do so in a consistent way, by leveraging sustainability for pertinent brand positioning and permission to play in turbulent times?

08:45 – 09:00: Arrival in Zoom

Guests can dial in, get comfortable, check their technology is working, turn off all distractions, and get ready for the discussion.

09.00 – 09.05: Welcome by twoHundred

Kim Funch, Project Director. Opening remarks to set the scene for the morning: context, how it will all work and some house rules.

09.05 – 09.55: Pertinent branding and sustainability at Danfoss – being relevant at the right time

Mette Munk, Head of Group Branding, design & Digital Communication.
Mette will share her challenges related to positioning the brand story and key narrative around the sustainability agenda in Danfoss, and address the following:

Danfoss has never been more relevant with the solutions focusing on Energy Efficiency, Electrification and Digitalization.

• How can this be leveraged and translated into a storyline and activities that engage people all the way from the Corporate brand to the sales engineer and everything in between? – We need to be even sharper than ever before to start the right dialogues in the market and the rest of our audiences.

• During the Corona lock-down in the spring 2020, Danfoss developed the Green Restart Campaign with very few people and budgets available and the performance and engagement has been overwhelming. This has proven the importance of key assets and a strong brand platform

• Collaboration between Public Affairs, Branding/Marketing, Sales and communication is key to ensure pertinent branding and messaging on sustainability in volatile times.

25 minutes presentation and 25 minutes Q&A

09.55-10.50: Virtual Group Discussion on Branded Content Strategy

Participants are divided in virtual groups of 5.

Jannik Devantier from Sitecore will initiate and moderate the Group discussion, where we hope that you will share your thoughts, experiences and challenges on branded content strategy.

There is a content crisis raging away within the companies we all know and love. 97% of people who work in marketing say content is their biggest concern. Today, users are constantly overwhelmed with ads and information, to the point that many of them resort to solutions such as ad blockers or develop ad blindness.

Thus, brands need to look for new ways to connect with their audience, impact them in creative ways, and convey the values they represent. Branded content is a great solution to all these needs, as it involves creating content that is directly linked to a brand, allowing consumers to make the connection with the brand.

1. How do you create effective content in today’s world?
2. How do we keep content relevant?
3. Branded content vs unbranded content?

10:50 – 11.00: Follow-up on group discussion and the event by Jannik Devantier, Sitecore

11.00 Thank you