BACC Attended Panel Conversation: How Legacy Brands Can Reframe Using Innovation

On August 26th, 2019 the Baltic American Chamber of Commerce (BACC) attended a Panel Conversation: How Legacy Brands Can Reframe Using Innovation, organized by NUMA New York .

The panel conversation featured Alexa DePasquale, former SVP of Innovation at Gray Group; Nick Rockwell, Chief Technology Officer at the New York Times; and Naomi Goldin, Strategy Lead at BCG Digital Ventures. The discussion was moderated by Director of Innovation at NUMA New York, Maor Gordon-Guterman.

The Baltic American Chamber of Commerce was represented in the panel discussion by our intern Laura Kalam from Estonia. The dialogue covered how legacy companies can thrive, not just survive, in today’s digital landscape and maintain their consumers’ recognition and trust.

The panelists also discussed the importance of keeping in mind the right questions to be asking in regards to innovation strategy as well as focusing on a category rather than a product, shifting from a “what we do” mindset to a “why we do it” mindset. The speakers highlighted that it is important to find out what your brand actually means to stakeholders, instead of what you think it means.

BACC is continuously searching for experts who can share their knowledge of best practices and innovation in helping Baltic States startups and other companies that are looking for opportunities overseas.