Not Your Parent's Borax: The Role of Influencers in Shaping Consumer Perceptions of an Age-Old Brand
Tuesday, March 13, 10:00 AM - 10:45 AM
Ken Krasnow, VP, Omnichannel Marketing, Henkel North America
Brian Dorgan, Sr. Director, Business Development, Inmar/Collective Bias

Like it or not, today’s social shoppers can often discover, spread and create new usage occasions (even those that are not brand-approved) for brands. Case in point: 20 Mule Team Borax, or TMT Borax, for short. TMT Borax has been in millions of homes for several decades as a versatile cleaning product, but it wasn’t until a recent, "slimy" trend that thrust this all-purpose product into the homes of our country’s burgeoning Millennial segment. TMT Borax’s challenge was to educate its newfound Millennial consumer on the variety of approved usages for its product in hopes of making TMT Borax a staple item in a family’s shopping cart for years to come. Attendees will: 

  • Understand the role of content in changing audience perspectives.

  • Discover the importance of video in shopper execution, particularly with Millennials.

  • Learn brand challenges and solutions.


View the entire agenda here


Speaker Bios: 

Ken Krasnow, VP, Omnichannel Marketing, Henkel North America

Ken Krasnow leads Henkel N.A. efforts to drive consistent yet nuanced and personalized messages from media to shelf. He leads the media, digital, shopper, promotions, and merchandising teams. Plus, Krasnow is a key member of the Henkel Ventures team. In this capacity, he focuses on generating and evaluating deal flow within white space product, marketing technology and IoT search fields. His mission is to build omnichannel capabilities by setting strategy, creating big ideas and developing tools to enable the seamless connection of brand messages through the path to purchase. For Krasnow, marketing is about building brand equity and driving business growth through multi-channel campaigns that leverage new technologies to solve consumer problems. Krasnow joined Henkel two and a half years ago from PepsiCo where he had a 17-year career in brand marketing, promotions, and shopper marketing.

Brian Dorgan, Sr. Director, Business Development, Inmar/Collective Bias

Brian Dorgan is a senior director of business development at Collective Bias. His clients span a variety of categories, including OTC, consumables, grocery, and beauty. The wide array of Dorgan's clients coupled with his 8+ years experience selling print, point-of-sale, programmatic, and now social/influencer marketing services provides him with a well-rounded and adaptable expertise. In his current role, Dorgan helps top brands understand the importance of data (POS, social listening, engagement, market research) to make an impactful decision on their influencer marketing strategy.

Ken Krasnow
VP, Omnichannel Marketing
Henkel North America
Brian Dorgan
Sr. Director, Business Development
Inmar/Collective Bias