Committees | Events & Webinars | Brand Management | ANA

Brand Management

This event is over.


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


I. NATIONAL GEOGRAPHIC: PUSHING THE BOUNDARIES OF A 128-YEAR-OLD BRAND
(10:00-11:00AM)
How do you take a world-class brand remembered as the beloved magazine in your grandfather's basement and transform it into an exciting, relevant brand for every generation? Learn how National Geographic is pushing the boundaries of its 128-year legacy and harnessing the power of science, exploration and storytelling to change the world.

Speaker:
Dawn Rodney, SVP, Global Brand – National Geographic Society


II. ALASKA AIRLINES: FROM LOCALLY LOVED TO NATIONALLY RELEVANT (11:15AM-12:15PM)
Alaska Airlines has revealed a design overhaul that includes changes to the Eskimo face, fresh colors, and a sleeker logo. They wanted a brand identity that was fresh, modern, relevant, but also reflected who they are on the inside. In this session, Shelley Williams, Director of Brand Expression – Alaska Airlines, Inc., will share how they chose to refresh this 80-year-old brand and lessons learned.

Speaker:
Shelley Williams, Director, Brand Expression – Alaska Airlines, Inc.


LUNCH (12:15PM – 1:00PM)


III. MEASURING BRAND LIFT: BRIDGING THE DIGITAL DIVIDE (1:00-1:45PM)
Digital Brand Lift research has become a commodity, not the strategic driver of digital brand advertising that it could and should be. It's more critical than ever to offer definitive proof of digital's effectiveness as a brand-building medium. Peter Minnium, former Head of Brand Initiatives at the IAB and current research executive, posits that bringing the proven metrics used to measure and optimize advertising effectiveness in the analog world to the digital one is the right starting point to strengthen trust in digital advertising. Further value, he will argue, can be realized by integrating digital measures of behavioral engagement specific to each ad format; the resulting 360-degree view will enable marketers to best understand holistically the branding effects of their digital efforts and bridge the trust divide.

Speaker:
Peter Minnium, President – Ipsos Connect


IV. MEMBER ROUNDTABLE DISCUSSION: SUPER BOWL 50 (1:45-2:30PM)
In this member roundtable discussion, Judann Pollack, Deputy Editor – Ad Age, will lead us in an overview of how well Super Bowl 50 fared for advertisers, including a look at the value of a Super Bowl ad, highlights of which ads made substantial brand impact, and the experiential advertising tied to the Super Bowl. ANA Brand Management Committee members will be asked to share their thoughts and observations as well.

Facilitators:
Judann Pollack, Deputy Editor – Ad Age
Crystal Albanese, Senior Manager, Conferences & Committees – ANA