For marketers that want to understand their customers better and turn those insights into a brand people actually notice, remember and enjoy.

Long before marketers had endless dashboards, AI tools and customer data platforms, Jim Smith helped create the distinctive world of Puccino’s coffee shops through cartoons, packaging, signs and a deliberately unconventional tone of voice. More than 20 years later, that personality remains a defining part of the brand.

In this session, writer and drawer Jim Smith will unpack how Puccino’s developed its voice by paying attention to the people actually buying the coffee and finding opportunities to make everyday customer touchpoints more human, funny and memorable. From coffee cups and sugar packets to shop signs and packaging, Jim will explore what marketers can learn from looking beyond conventional customer data and paying closer attention to real human behaviour.

What you can expect to takeaway:
- How customer observation can uncover insights that dashboards and surveys can miss
- How to turn those insights into a distinctive and consistent brand voice
- Why overlooked customer touchpoints can become powerful opportunities to build connection and recognition

Level it's for: Manager/Head of/Director