Revival Through Disruption: How Levi's Reconnected with Its Core Audience

Geoffrey Precourt

Marketers who limit the focus of their activities to return on investment alone are ignoring a much broader, more important mandate, warned Jaime Cohen Szulc, CMO of Levi Strauss & Co. Far more important, he insisted, is the need for brands to be so disruptive that they make a powerful connection with their core audiences.

"Change will happen," he told an opening keynote audience at the 2010 ad:tech/San Francisco audience. "It's up to us to figure out how it will happen…. And this tackles the very core of human values - the need to connect, the need to feel more productive."

Jaime Cohen Szulc, CMO of Levi Strauss & Co,
addresses delegates at ad:tech San Francisco
(Photo: Michael Rubottom)