Brand Conference presented by The New York Times
This event is over.
The theme of this year's conference is "Building Brands in the Age of Transparency and Relevancy." Consumers have the ability to find out the good, the bad, and the ugly about your brand whether you want them to or not. Technology advancements and the rise of social media have forced marketers to be fully transparent and engage in relevant dialogue with their customers. This event will showcase real-world examples, insights, and lessons from client-side marketers such as Dell, Express, Heineken, Sonic, and Truvia who have learned to build their brands successfully through honest conversations with their customers.
Director, Marketing, Core Brands
Welch Foods Inc.
|7:30am||Breakfast Sponsored by SAY|
HOW TO BALANCE TRANSPARENCY, INFORMATION, AND LIFE IN AN AGE OF TWITTER
HEINEKEN'S DOS EQUIS "MOST INTERESTING MAN IN THE WORLD"
Dos Equis' fictional spokesperson, the "Most Interesting Man in the World," was born out of this insight and speaks to consumers with refreshing honesty-"I don't always drink beer, but when I do, it's Dos Equis"-while offering an older, aspirational role model. He connects with his audience without ever making them feel he is talking at them.
Learn about the remarkable success of the Dos Equis campaign, from
the conception of the idea to the close and honest relationship the
brand currently enjoys with its fans--and how they remain open and
responsive to their audience, especially in the digital and social media
SONIC KEEPS IT REAL THROUGH CAUSE-MARKETING AND PRODUCT DEVELOPMENT
SONIC is also committed to community giving and views their restaurants as more than a great place to have an Extra-Long Cheese Coney. In September 2008, SONIC launched their successful Limeades for Learning program which is a cause-marketing initiative that empowers consumers to direct more than $500,000 in grants to public school teachers nationwide. Limeades for Learning was launched in the middle of a down economy and helped SONIC navigate successfully through corporate mistrust among consumers during that time.
Hear how SONIC is successfully building their brand through
positioning themselves to everyday, real people and by giving back to
their local communities.
RELEVANCE IN THE POST-ADVERTISING AGE
MAKING NICE WITH YOUR AVATAR AND HIS NEW FRIENDS: THE CARE AND FEEDING OF YOUR VIRTUAL IDENTITY
Many brands and the humans who conjure them see social media as one more marketing platform. But the smart players in digital realms have learned that the megaphone goes both ways. There is an expectation of a conversation, of an honest and direct relationship, which may have nothing to do with the product or service you are promoting. Letting people know who you are, what your values are, what you find funny or significant, may be just as important as looping them in on your next big thing.David Carr
Business Columnist and Culture Reporter
The New York Times
General session contd.
DELL'S TWENTY-FIRST CENTURY SUGGESTION BOX
TRUVIA'S "HONESTLY SWEET" SUCCESS
MARKETING AS A (CUSTOMER) SERVICE
Cancellation Policy and Notes
Refunds will be granted, excluding a processing fee of $100, if written request for cancellation is received by email or fax up to 30 calendar days before the conference starting date. You will receive a 60% refund if canceling between 14 and 29 days prior to the conference starting date. No refunds will be granted for any cancellations received less than 13 days of the conference as well as 'No Shows'. Your cancellation notice can be faxed to (646) 708.8113 attention Registration Coordinator or email firstname.lastname@example.org. Phone cancellations are NOT accepted. Hotel room cancellations are to be sent directly to the hotel. Registrations received after March 25, 2011 may not be included in the attendee list.