WINTER 2019 | DEC. 4+5 | SANTA MONICA
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The Venue
INFLUENCERS, TRIBES AND BRAND BUILDING WITH WILD VENTURES
John Durant, founder of Wild Ventures, discussed influencers, tribes and brand building, noting that the word “influencer” has become overused.
“Generic distribution is not influence — just because something has followers doesn’t mean they influence followers,” he said.
According to Durant, a true influencer motivates their tribe to take action and combines established or mainstream authority with forward thinking and awareness of science-based research. Taking the position that A-list celebrities are “massively overrated” as influencers, he said brands should start by expecting zero from those types of relationships, which can come with or without a financial transaction, he added.
When it comes to dietary trends, the power of community shouldn’t be undervalued, Durant said, noting Weight Watchers as an early example of exploring a new diet backed by a community of supporters.
“You can build a multibillion dollar brand by getting people in a room together,” he said.
INDUSTRY ALL-STARS HAVE SPOKEN AT NOSH LIVE
NEXT CONFERENCE: NOSH LIVE WINTER 2019 IN SANTA MONICA
The next NOSH Live event takes place at the Loews Santa Monica Beach Hotel on December 4th and 5th. More than 300 natural food industry founder and executives come together to move their businesses forward and discover what's next for the industry. Plan ahead and secure your seat at the two-day conference for the natural food industry. Early registration savings of $200 per ticket ends October 25th.