From Panic to Strategy: Using Classic Marketing Models to Manage Change

Marketers know that being shortsighted is a race to the bottom. Yet today’s rapid-fire headlines—covering shifts in technology, economics, policy, and operations—have accelerated pressure to near breaking points. Annual marketing plans are being replaced by agile processes designed to weather the storm, but in the scramble to react, short-term decision-making is often prioritized at the expense of long-term brand and business strategy.

However, research consistently shows that companies maintaining a strategic marketing perspective during turbulence emerge stronger. By drawing from time-tested marketing models, we can anchor our approach—even in the midst of chaos—and make decisions that serve both immediate needs and future growth.

This session will cover:

• Back-to-basics marketing frameworks – How models like Aaker’s Brand Equity Model can help you make fast decisions in today’s volatile environment while staying rooted in long-term strategy.
  
• Real challenges, real solutions – Beyond the usual LinkedIn laments, we’ll discuss the biggest obstacles marketers face today and the tested strategies that top professionals are using to navigate them.
  
• A practical decision tree – A simple, actionable framework you can take with you to guide marketing choices—and even your career development—as the industry continues evolving.

Change can be overwhelming, but history, strategy, and foundational marketing principles can serve as our compass. By leveraging what we know, we can move forward with confidence—because the work ahead is just beginning.

ABOUT THE SPEAKER:

Kathryn Hedgepeth
Strategist at High Density Group

Kathryn leads High Density Group, a consultancy specializing in strategic planning and AI use case development for marketing teams, leaders, and agencies. With a background spanning technology, marketing, and the humanities, she brings a rare ability to connect emerging innovations with human insight. Known for her deep curiosity and sharp analytical approach, Kathryn helps organizations navigate complex change with clarity—aligning marketing strategies with both purpose and measurable impact. Her work empowers teams to think beyond the immediate, integrating AI and strategy in ways that drive lasting value.