Helena Malmersjö won the vote among the members of Wednesday Relations and was the keynote speaker at the CRM Bazaar fair. She lectured about brand strategy and opportunities during economic recession. Helena also participated in a panel discussion at Experiandagen, in which the subject was the importance of segmenting and consumer insights within mail order shopping.
During her lecture at CRM Bazaar, Helena discussed the opportunities that arise for branding during a recession. The recession gives a golden opportunity to increase market shares if you are able to understand how to adjust offerings and products to achieve long term growth. An important starting point is how consumers change their behaviour and how consumer insights can help generating growth through adapting to new market conditions.