Brand Conference presented by The New York Times
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.
|Begins:||Tuesday, April 5, 2011 at 7:30am|
|Ends:||Tuesday, April 5, 2011 at 5:00pm|
Grand Hyatt New York
109 East 42nd Street At Grand Central Terminal
New York, NY 10017
The ANA has negotiated a special room rate of $279/per night. The reservation cut-off date for the hotel is Monday, March 14, 2011, after which prevailing rates apply.
Please call (800) 223-1234 or (212) 883-1234 and mention the Association of National Advertisers when making the reservation. Please visit Grand Hyatt New York's website at http://www.grandnewyork.hyatt.com.
|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