Larry Logan enjoys more than 30 years’ success in marketing and creativity, repeatedly developing brands that become the industry leaders in their respective markets – and, a long history with developing and marketing disruptive technologies.
Among them was his role as the CMO of Immersive Media, the developer of Google Street View, where he also produced the first live 360 video broadcast from the 2010 Olympics. As the Vice President of Marketing and Communications for Healtheon/WebMD the company rose from #14 to the #1 most visited healthcare information website. As CMO of Verde Media, he produced the first-ever live Internet video streaming broadcast from Mt. Everest.
Larry is the recipient of more than 100 Gold- and Platinum-certified records in entertainment marketing campaigns. The World Brand Congress recently named him among the 100 Most Influential Global Marketing Leaders.
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3:30 PMRoom: TBA
The Challenge to Packaging in Meeting Product Transparency Initiatives
The notion of “product transparency” has become front and center with recent changes to the FDA’s Nutrition Facts Label, the SmartLabel™ industry initiative and the GMO Food Labeling Bill. These private and regulatory initiatives are responding to the demands of today’s shoppers who care intensely about the food they consume, with fully half of Americans weighing the ‘evolving drivers’ of provenance, health and wellness, safety, and social impact in their purchasing decisions.
But with limited packaging real estate, brands are hard pressed to meet the challenge and to deliver this content. If they don’t, they run the risk of losing market share as 39% of consumers say they would switch to a new brand that offered full product transparency.
This session will review these initiatives and the latest technology solutions – such as GS1 Mobile Scan – that create digital gateways to provide consumers with the relevant content they want, and when they want it.