France communications & Public Affairs Director
Brands roundtable : Can brands challenge time?
Laurent Turpault started his career, in marketing at Credit Agricole but his background is principally related to consumer goods and the beverage industry. He spent 10 years within Heineken France where he built the digital strategy for the company and its brands, before developing an innovative program to enhance the beer category image among consumers and stakeholders. After this, he created the communication and CSR department and was able to establish Heineken’s brand equity in the media and public landscape as an economic and thought leader, committed to responsible drinking. Experienced in all types of communication, strategic influence and CSR he joined Bacardi-Martin as external affairs director for its Southern Europe hub. He stayed there 2 years, covering France, Portugal, Spain, Italy and Greece to promote brands among influencers and protect the group’s license to operate in these markets. Laurent has been with The Coca-Cola Company since November 2015 as public affairs and communications director for France. He’s been driving communications to support the Coca-Cola’s business transformation towards a total beverage company, supported by a massive influence plan in PR and social media. He has also enabled the company to play a key role with coalitions and opinion leaders to address crucial social topics such as nutrition or environment.
How comes, in fact, against any marketing rule, that centennial brands are are in great shape, and that young brands that we thought promised to a bright future die before 20 years? Around Georges Lewi, renowned specialist of "mythical brands", we will try to understand with about ten brands the reasons for their longevity, or better, for some of them, of their spectacular rebound. Is the life cycle of the brands so different from the product one that can be schematized in birth, development and final death? What is the unit of time to assess the youth or topic of a brand: buzz ? year ?, generation ? or human memory ? How to explain the rebirth of a brand that don’t sell anymore ? How did some people manage this feat ? Is this really a masterstroke ? Which manager profile is likely to achieve this feat? Why do others with, apparently, the same professional assets fail? Is the life cycle of a brand part of these "black holes" partly still unexplained?