CMO of Heineken USA Jonnie Cahill discusses the importance of maintaining consistent brand values and messaging during times of change. He also talks about the recent blurring of lines between CPG categories, and how your brand can take advantage of this liberating power to become more consumer centric. Lastly, Jonnie advises how to use positioning, content and tone of voice in eCommerce to communicate why your brand deserves its premium price point.

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