{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/62470776b68b3c0012ad99a8/69691f01881cbe11db94afc5?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"The Proven Playbook for Cultural Relevance at Georgia-Pacific with Laura Knebusch","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/62470776b68b3c0012ad99a8/1768496926574-28af532d-c609-411d-aa38-d48cfa0a6446.jpeg?height=200","description":"<p>How does one keep a 100-year-old brand relevant in today’s turbulent times of marketing and consumption? The full picture reveals itself in this episode of the Marketing Vanguard podcast as <a href=\"https://www.linkedin.com/in/laura-knebusch-8887033/\" rel=\"noopener noreferrer\" target=\"_blank\">Laura Knebusch</a>, SVP of CPG Marketing and CX at Georgia-Pacific, breaks down what it takes to keep a heritage brand alive and thriving. From how century-old heritage brands like Brawny, Angel Soft, and Dixie evolve without alienating loyal consumers to how a classically trained marketer navigates AI, retail transformation, and cultural moments in real time, this conversation proves that adaptability and agility aren’t just possible; it’s crucial to the success and growth of your brand.&nbsp;</p><p><br></p><p><strong>What You'll Learn:</strong></p><ul><li>How to refresh iconic brand characters while preserving core equity</li><li>Why \"living your brands\" is an organizational imperative, not just a marketing function</li><li>The measurement system that connects marketing investment to business outcomes</li><li>How to capitalize on viral moments and cultural momentum without losing authenticity</li><li>Why sustainability messaging shouldn't drive your brand positioning (even when consumers care)</li><li>How to architect a modern marketing organization that balances internal capabilities with external partnerships</li></ul><p><br></p>","author_name":"Adweek"}