Brand Management

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


I. NIGHTLIFE AT CALIFORNIA ACADEMY OF SCIENCES: BUILDING BRAND RELEVANCE WITH MILLENNIALS (10:00-11:00AM)
Every Thursday night, the California Academy of Sciences transforms into San Franicisco's most popular cultural night spot – a lively venue filled with provocative science, music, creatures, and cocktails for adults 21 and over. What started as a monthly program for adults 8 years ago quickly evolved into a successful branded weekly event attracting crowds of 2,000 or more. In this session, Jackie Zappala, Senior NightLife Business Manager – California Academy of Sciences will discuss how focusing on relevant branding and high-impact programming has allowed NightLife to continue to thrive year over year, appealing to a broad range of adults across the Bay Area.

Speaker:
Jackie Zappala, Senior NightLife Business Manager – California Academy of Sciences

II. HOW FAIR TRADE IMPROVES BRAND PERCEPTION (11:15AM-12:15PM)
Growth in sustainable food, from "Organic", "Non-GMO", "Fair Trade", "Local" and beyond, is the market response to shifting consumer demand beyond taste, looks and price of products. Increasingly, consumers care about environmental and social sustainability circumstances from farm-to-table. The "why" a brand exists and "how" it makes its products has become paramount. In this presentation, Gesina Beckert, business development manager at Fair Trade Certification, will share how Fair Trade provides brands with real stories behind their products, improving brand perception through transparency and authenticity.

Speaker:
Gesina Beckert, Business Development Manager – Fair Trade USA


LUNCH (12:15–1:15PM)


IV. VERITAS TECHNOLOGIES: A WHOLE NEW WORLD OF BRAND MANAGEMENT (1:15-2:00PM)
Now, more than ever, brands are being scripted, designed, and managed in-house. And while this trend continues to advance, the relationships between clients and their agencies are being forced to evolve to support a new type of collaboration. It's a whole new world of brand management. In this session, Brian Clevenger, executive creative director at Veritas Technologies LLC, and Jon Eberly, founder at Clock Four, will discuss how to effectively manage brands in a new world of blended teams and evolving client-agency relationships.

Speakers:
Brian Clevenger, Executive Creative Director – Veritas Technologies LLC
Jon Eberly, Founder – Clock Four


V. MEMBER ROUNDTABLE DISCUSSION: BRAND SAFETY, POLITICAL CONVERSATIONS, AND HOW TO KEEP YOUR BRAND TOPICAL (2:00-2:30PM)
In this roundtable discussion committee members will be asked to discuss their thoughts on brand safety and brands entering the political conversation. Members will be asked to share their approach to how they monitor where their ads are placed online, if or how they will or won't participate in political conversations, and participate in a Q&A. This is a great opportunity to benchmark with your peers and learn from what other companies are utilizing as their best practices to keep their brands relevant, but without causing harm.

Facilitator:
Greg Wright, Director, Content Marketing – ANA


VI. CALIFORNIA ACADEMY OF SCIENCES SELF-GUIDED TOUR (2:30-5:00PM)
Attendees will be treated to full access of the museum following the committee meeting! This is a great way to network with other members and experience the wonders of the California Academy of Science! Based in Golden Gate Park, the California Academy of Sciences is a destination like no other and a must-see San Francisco museum. It's the only place on Earth to house an aquarium, planetarium, and natural history museum—all under one living roof. From the splashing penguins in African Hall to the wildflowers on the roof, the building is bursting with life. A four-story living rainforest and awe-inspiring coral reef ecosystem showcase Earth's biodiversity, while immersive planetarium shows offer a new perspective on the planet we call home.