Tom Fishburne, a consumer goods marketing expert who creates cartoons under the name Marketoonist, will deliver the keynote address for Petfood Forum 2021, explaining how pet food ‘Davids’ can compete against Goliaths using innovation—or to remain innovative Davids even within a larger, Goliath-like pet food company.
Speaking on Thursday, September 23, Fishburne will share tips for transforming ideas into new products and ways to build a culture that champions creativity. These elements are particularly important in a highly competitive market like pet food.
Fishburne will also use his cartoons to illustrate important concepts for innovation. “Thinking like a challenger is a state of mind, not a state of market,” according to information on his website, Marketoonist.com. “Whether you are David against Goliath or David within Goliath, thinking as a challenger brand can create success against insurmountable odds.”
Leading up Petfood Forum, registrants can enter their captions for a blank cartoon drawn by Fishburne. Several captions will be chosen for him to present during his keynote address.
The founder of Marketoonist, a marketing agency focused on the medium of cartoons, Fishburne started drawing cartoons on the backs of business cases as a Harvard Business School student. His Marketoonist series began with an emailed cartoon to coworkers in 2002, growing by word of mouth to reach a few hundred thousand marketers every week. His cartoons have been featured in the Wall Street Journal, Fast Company and The New York Times, and have twice appeared on billboard ads in Times Square and helped win a Guinness World Record.
Fishburne draws (literally and figuratively) from 20 years in the marketing trenches in the U.S. and Europe, as interim chief marketing officer at HotelTonight, marketing vice president at Method Products and brand management professional for Nestle and General Mills. He is the author of “Your Ad Ignored Here: Cartoons from 15 Years of Marketing, Business and Doodling in Meetings.” Cartoonist-in-residence and guest lecturer at the Stanford Graduate School of Business, he also delivered a TED talk on “The Power of Laughing at Ourselves.”
Petfood Forum is scheduled for September 22-24, 2021, at the Kansas City Convention Center in Kansas City, Missouri, USA. A virtual component will be available for those who cannot attend in person. Registration will be available in March 2021.
Debbie Phillips-Donaldson is editor-in-chief of Petfood Industry and Petfood Forum.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
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