Most legacy brands fail when they're too scared to be brave. Boris Dolkhani, CMO at Robert Bosch GmbH, transformed a 139-year-old engineering company into a modern storytelling powerhouse with campaigns like "Like a Bosch" and their first-ever Super Bowl appearance. He reveals the "gut feeling" framework that guides creative decisions beyond data, the cultural conversation strategy that generated 10 billion media impressions on a limited budget, and why shifting too much spend toward performance marketing kills the brand storytelling that drives long-term growth.
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