How Iconic Brands Build Virality, Loyalty, and Customer Love - Activate Summit 2026

How Iconic Brands Build Virality, Loyalty, and Customer Love

Benoit Vatere • Chief Brand and Media Officer at Liquid Death

Jay Livingston • Former CMO at Shake Shack

In the age of AI — when everything risks looking the same — iconic brands don’t chase attention, they build devotion. Jay Livingston (former CMO, Shake Shack and BARK) and Benoit Vatere (Chief Brand Officer, Liquid Death) reveal how category-defining brands turn cultural instinct into business impact. Through bold creative, disciplined strategy, and relentless customer focus, they’ll explore how to stand out, spark loyalty, and turn brand love into lasting enterprise value.

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