Joanne McKinney is Chief Strategy Officer for the Burns Group, an independent Branding and Advertising Agency based in NYC. She has worked in innovation, advertising and marketing on diverse and global brands both in the U.S. and abroad. Joanne started her career at Grey Advertising, and joined the Burns Group following her role as Interim Director of Integrated Marketing for Kraft Europe. Joanne McKinney received her undergraduate degree from Cornell University.
The way startups work now is they absolutely iterate and they respond to the marketplace but they go in market to do that. The way brand marketing has always worked is that you do that for a really long time before you launch the product. So you may have a two year, a three year, a five year deve...(Full transcript available to logged in subscribers.).
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