One of Silicon Valley’s hottest startups is sparking consumer interest in its plant-based Impossible Burger not by leaning on dry positive-impact statistics, but by promoting the taste, coolness and even “delight-factor” of the product. As the first head of communications for Tesla Motors, Rachel Konrad brings indispensable expertise in creating the brand “halo effect” and she’ll share how every business can benefit from that type of strategy.
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