Brand Management

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


I. DUNKIN DONUTS PERKS: CREATING LOYALTY FOR YOUR BRAND (10:00-10:45AM)
In 2011 when Dunkin Donuts launched its Perks mobile app, it was quite successful. By 2014 there were 3 million members of it's mobile loyalty program. But in an era when 80% of mobile apps are deleted after one use, how do you keep that momentum up? In this session, Justin Unger, Senior Manger, Digital Marketing & Innovation – Dunkin Brands, will share details behind how they have been able to keep customers engaged with their app and continue to build loyalty for their brand.

Speaker:
Justin Unger, Senior Manger, Digital Marketing & Innovation – Dunkin Brands


II. CAMPBELL'S SOUP: BRANDED CONTENT CASE STUDY (10:45–11:30AM)
Today, more brands are dipping their toes in the water of branded content. Looking for a way to deliver top-tier branded content, Campbell Soup Company recently embarked on a branded content deal with The Today Show and Vox Media. The four part series, titled "Home Cooked, Chef Made," aims to better reach Campbell's Soup consumers by serving up the most relevant content to on-the-go busy cooks looking for food inspiration and recipe ideas. In this session, Marci Raible, Vice President, Global Media & Marketing Services – Campbell Soup Company will share why they've embarked on this journey, how they landed on Vox Media and The Today Show as the right partners, and the lessons learned along the way.

Speaker:
Marci Raible, Vice President, Global Media & Marketing Services – Campbell Soup Company


III. SCHNEIDER ELECTRIC: LIFE IS ON (11:45AM-12:30PM)
Schneider Electric is the global specialist in connected technologies and solutions to manage energy and process in ways that are safe, reliable, efficient and sustainable. Finding themselves in need of a concretely defined and coherent brand identity that would work both internally and externally, Life Is On was introduced in September 2015. In this session, Scott Cassidy, Vice President, Marketing Communications – Schneider Electric will share how they were able to land on a brand identity that was a hit with both their internal and external customers, how they've been able to marry it across their various brands, and the lessons learned along the way.

Speaker:
Scott Cassidy, Vice President, Marketing Communications – Schneider Electric


LUNCH (12:30 – 1:15PM)


IV. BRANDS AS PUBLISHERS: EQUINOX LEADS THE NEXT WAVE OF CONTENT MARKETING (1:15-2:00PM)
Five years ago Equinox launched a blog called Q with standard content marketing practices in mind: engage existing members and attract new members through brand story-telling. But as awareness grew—fueled by a controversial viral yoga video—the company knew the content could do more. One year ago, Q by Equinox rebranded as Furthermore and launched a unique sponsorship platform. This is the story of how a branded content site-turned into a revenue generator.

Speaker:
Liz Miersch, Executive Managing Director – Equinox Fitness Clubs


V. MEMBER ROUNDTABLE DISCUSSION: BUILDING A HIGH PERFORMING TEAM (2:00-2:30PM)
Building a marketing team that is high performing, functioning and achieves more than the average is not as easy as it sounds. In this session, Roger Adams, Senior Vice President, Chief Marketing Officer – USAA and ANA Brand Management Committee Chair will lead a discussion on how to build a high performing marketing team. We encourage you to be prepared to share what you are hoping for in your marketing career as well as what, or who, has helped make a difference.

Speakers:
Roger Adams
, Senior Vice President, Chief Marketing Officer – USAA and ANA Brand Management Committee Chair
Crystal Albanese
, Senior Manager - Association of National Advertisers