Branding in the age of who cares

 Roee Lotan, creative director and partner at New York Branding Office Any_, and founder of As Promised magazine, will talk about culture as a tool for premium branding. When meaning and responsibility are just as important as the price point, in what new places should you be to create a conversation about your brand? What are the challenges and opportunities facing companies competing for category lead and what does innovation look like in the field?

Sharon Rahav, founding partner at Studio 0304, Tel Aviv, will provide a behind the scenes glimpse of the packaging design found on the breakfast table and in the refrigerators of every home in Israel. As the war on consumer attention grows, how many seconds does your packaging have to successfully reach from the shelf to the shopping cart?

Between the two extremes, from dull and predictable to surprising and misleading, where should you place? How far can you go?

Both lectures will be held in Hebrew