Date & Time
Starts: Tuesday, July 22, 2008 at 9:30am
Ends: Tuesday, July 22, 2008 at 2:30pm
Location
ANA Headquarters
708 Third Avenue (btw 44th and 45th Street)
33rd Floor
New York, NY 10017
Meeting Notes
MEETING NOTES
I. MEMBER CASE STUDY: DOLE - FINDING A DIFFERENT WAY
TO BE HEALTHY
Marty Ordman shared Dole Foods brand re-positioning work with the Committee. Dole's
challenge was to understand the company's current brand equity, develop a new
vision as a leader in health and nutrition, and identify a strategic
communications plan. Dole needed to determine whether they would target healthy
eaters, non-healthy eaters, or both. Consumer segmentation was needed to build
a vivid picture of the motivations, needs, and aspirations belonging to the
appropriate target. It was also important to recognize the relationships
between nutrition, health, and wellness to apply attitudinal segmentation. It
was clear that being "healthy" would not be enough on its own to build
differentiation.
Speaker: Marty Ordman, VP, Marketing & Brand Development, Dole Food Company
II. ALTERNATIVE
WAYS TO BUILD A BRAND: KEY TAKEAWAYS FROM ANA'S BRAND INNOVATION
CONFERENCE (10:45am- 11:30am)
ANA's Brand Innovation Conference in April focused on alternative ways to build
brands in the challenging new landscape.
Companies such as Zappos.com focus on customer service as a
differentiator, and Procter & Gamble is enabling social networks to listen
to and learn from their consumers. American
Express is identifying new ways to breakthrough and we gained insights on how
to market to Echo Boomers. We reviewed
key messages and implications from these sessions.
Speaker: Roger Adams, CMO, Lord & Taylor, and ANA Brand Management Committee Chair
View Presentation
III. THE WORD ON WORD-OF-MOUTH (11:30am - 12:30pm)
When it comes to generating brand awareness, word of mouth is often misunderstood, occasionally maligned, but always desired. Brands realize that word of mouth is widespread (one study indicates that American's engage in 3.5 billion product-related conversations daily), and marketers are eager to claim their portion of those discussions ... especially when consumers are watching fewer advertisements.
BzzAgent provided the committee with an up-to-the-minute look at advertising's newest medium: word of mouth. Balter's presentation explored what the medium is, why it has become so prominent so quickly, how brands are integrating it, to what extent it can be measured and what behavioral norms have emerged. He also talked about the "rules of engagement" for buzz agents, including why they should not be paid to promote your product.
Speaker: Dave Balter, Founder and CEO, BzzAgent
IV. HOW TO BUILD STRONG BRANDS (1:00 - 2:00)
Erich reviewed classic approaches and principles to brand building, from the mid-90's to today, including cultural, emotional, experiential, and viral branding, and branding as design. Based on a new consumer world Erich coins "Generation C", we were introduced to the DIG model: Demand-first Innovation and Growth. The DIG model is a new approach to branding that strives to reconstruct episodes in a consumer's life, frame the opportunity and build "share of life".
Speaker: Erich Joachimsthaler, CEO, Vivaldi Partners
V. BALANCING SHORT TERM PROFITS WITH LONG TERM BRAND EQUITY
A recent industry conference, Brandworks University, focused on the balancing act between driving short-term profits and building long-term brand equity. In late May/early June 2008, ANA polled members of its marketing and media committees to get their thoughts on this topic. There were 125 responses.
Speaker: Bill Duggan, EVP, ANA
Marketers in Attendance (22)
Roger Adams, Lord & Taylor (Committee Chair)Heather Badorf, Greater Philadelphia Tourism Marketing Corporation
Stephen Beckmann, Stryker Orthopaedics
Alyson Bloch, Welch Foods Inc.
Nicholas Ciantra, Liberty Mutual Group
Tricia Conahan, ING Americas
John Claybrooks, The Dow Chemical Company
Stephen DeLuca, Stryker Orthopaedics
Jon Doniger, Boehringer-Ingleheim
Henry Ferris, The Home Depot, Inc.
Alex Kondur, Merrill Lynch
Rina Koshkina, AXA Equitable
Lesley Kozloff, Greater Philadelphia Tourism Marketing Corporation
Shintaro Mori, Sharp Electronics Corporation
David Norris, OnRequest Images
Marty Ordman, Dole Food Company
Thomas O'Sullivan, Realogy Corporation
Patrice Pilkonis, UBS Financial Services Inc.
Janelle Taylor, Coldwell Banker Real Estate
Samuel Tornabene, Edison Electric Institute
Michael Wendroff, Combe Incorporated
David Wozniak, Lincoln Financial Group
Marketers Via Teleconference (8)
Rich Carlson, Hatfield Quality Meats, Inc.
Eric Grunfeld, Hatfield Quality Meats, Inc
Julie Hirt, Kohler Company
Mary Ellen Lacasse, Bic USA
Dean Macko, Hyundai Motor America
Barb Page, Ameriprise Financial
Terry Rakosky, The Black & Decker Corporation
Cara Wick, Intel
Speakers
Dave Balter, BzzAgent (dave@bzzagent.com)
Erich Joachimsthaler, Vivaldi Partners (ejoachimsthaler@vivaldipartners.com)
Guests
Nick Hahn, Vivaldi Partners
ANA Staff
Bill Duggan (bduggan@ana.net /212.455.8010)
Linda Narbey (lnarbey@ana.net / 212.455.8070)
Susan Burke (sburke@ana.net)
Jeff Tomberg (jtomberg@ana.net)
Bill Zengel (bzengel@ana.net / 212. 455.8022)