Brand Management

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Meeting notes are available to current, logged in Members only.

NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)


I. EVOLVING AN ICON: THE STORY BEHIND THE STARBUCKS REBRANDING AND THE FUTURE OF BRAND DESIGN
(10:00-11:00AM)
In today's networked world, communication alone fails to encompass modern branding. The discipline has grown into a complex ecosystem of experiences across time, media, products and environments. In response, marketing leaders, brand masters, designers and agency partners need work hand-in-hand to create brands that are dynamic, authentic and responsive to a changing world.

The session will provide the inside story behind the re-branding of one of the world's most admired brands, Starbucks, as an example of the role design and branding can play in clarifying an organizations future vision while refreshing both the customer experience and its visual expression. Committee members will walk away with a view of where design is headed and its larger impact on branding.

Speaker:
Adam Stringer, Sr. Partner - Lippincott


II. LUFTHANSA GROUP: BUILDING A GLOBAL BRAND WITH LOCAL RELEVANCE
(11:15AM-12:15PM)
Florian Gmeiner, Head of Marketing the Americas, Lufthansa Group and Partners + Napier CEO Sharon Napier will have a conversation about the challenges of building a global brand that's relevant locally, highlighting the agency and client side along with a regional perspective.  Florian and Sharon will reflect upon various agency models and the dynamics of each, while discussing Lufthansa's own global agency network, and how the member agencies work together to achieve a common goal.

Speakers:
Florian Gmeiner, Head of Marketing the Americas – Lufthansa Group
Sharon Napier, CEO – Partners + Napier


LUNCH (12:15 – 1:00PM)


III. MEMBER ROUNDTABLE DISCUSSION (1:00-2:00PM)
In this session, we will share key takeaways from the ANA Brand Masters Conference held last month. We will also ask ANA Brand Management Committee members to share some innovative ways they are organizing and staffing their marketing organization structure around social media and real-time marketing. Some of the areas to be discussed are: in-house agencies, unique models/staffing/SOWs with their AORs, outsourcing, community management, hybrid models, etc.

Facilitator:
Roger Adams, Senior Vice President, Chief Marketing Officer – USAA and ANA Brand Management Committee Chair