Brand Management
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NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. KING'S HAWAIIAN: SOCIAL MEDIA SUCCESS AT SXSW (10:00-11:00AM)
King's Hawaiian began in the 1950's and is best known on the west coast for their Original Hawaiian Sweet Rolls. Erick Dickens, Vice President, Marketing – King's Hawaiian will share their social media success at SXSW with the company's partnership of Jon Favreau's movie CHEF.
Speaker:
Erick Dickens, Vice President, Marketing – King's Hawaiian
II. AXA'S FRESH APPROACH TO ENGAGE CONSUMERS THROUGH A NEW BRAND PLATFORM (11:15AM-12:15PM)
AXA has been the world's top-ranked insurance brand for the past 5 years, per Interbrand, but in the US, the world's largest insurance and retirement market, it has been under leveraged. In this session, you will learn how a new US brand platform and customer experience design are helping significantly raise the profile of AXA with its customers and intermediaries to accelerate the growth of the business in the US.
Speakers:
Beth Pasciucco, MD, Head of Brand Management and Customer Experience – AXA
June Blocklin, Partner – JUEL Consulting
LUNCH (12:15 – 1:00PM)
III. BUILDING A CONTENT STRATEGY (1:00-2:00PM)
At YouTube many of the questions we used to field where about "why." We noticed a big shift in 2013 to "how." In this session, YouTube will elaborate on how they're advising customers to build a broader-than-video content strategy that works across platforms and screens. The session will feature examples of brands that are doing this well.
Speaker:
Beth McGrath, Marketing Manager – YouTube