ANA - 2008 Brand Innovation Conference

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Conference Description

Brand Building 2.0 Conference

While "Web 2.0" is the business revolution in the digital era, "Brand Building 2.0" is the business revolution in the marketing industry resulting from the Internet. Marketers are competing in a challenging new landscape. Empowered consumers have seized control. New media options present great opportunity yet can be daunting in the choices available. And technology impacts everything. Further, younger consumers - notably Echo-Boomers (born 1982-1994) - consume media very differently and provide their own unique challenges for marketers.

Hosted by:
Roger Adams
Chief Marketing Officer
Lord & Taylor
Committee Chair
ANA Brand Management Committee

Dates & Times

Starts: April, 2008
Ends: April, 2008

Venue/Location

Hard Rock Cafe Times Square
1501 Broadway (Broadway & 43rd Street)
Special ANA Entrance on 43rd Street
New York, NY 10036

There is a room block available at The Muse Hotel with a rate of $379. Please call the hotel directly at 877-692-6873. The cutoff date to make reservations is 4/10/08

Other hotels near the Hard Rock Cafe:
New York Marriott Marquis Times Square, 800-916-4614
Hilton Times Square, 866-226-6223
Millennium Broadway Hotel, 866-229-9141

Agenda

Scroll down to view speaker presentations.

Thursday, April 17, 2008
7:30 am	Breakfast Sponsored by G2
8:30 am	General Session WELCOME Bob Liodice President and Chief Executive Officer ANA View Presentation HOW NEW MEDIA HAS ENHANCED THE AMERICAN EXPRESS BRAND American Express was founded in 1850 and has a long history of creating iconic advertising campaigns, including "Do you know me?" and "Membership has its privileges." But AMEX is not your grandmother's charge card. The brand has been on the forefront of embracing new media. While television remains an important part of their communications mix, American Express is now a savvy user of online media, including creating media content that people opt-in to watch, while engaging consumers to build relationships. Claire Bennett Senior Vice President, Global Marketing American Express Company View Snapshot Q&A Session Bill Duggan Executive Vice President, Committees ANA ZAPPOS.COM - TOP TEN LESSONS LEARNED IN E-COMMERCE Zappos.com is the Web's most-popular shoe store. Tony Hsieh, CEO of Zappos.com, has grown gross sales from $1.6 million in 2000 to over $800 million in 2007, and is projecting a 25 percent sales growth in 2008. Mr. Hsieh focuses on continuing to grow the business at a rapid pace while maintaining the culture and feel of a small company. His keynote, "Top Ten Lessons Learned in E-Commerce," focuses on Zappos.com's mistakes over the years and how those mistakes have shaped the company's growth strategies. He will also talk about the importance of building a company culture that can survive for the long term. Tony Hsieh Chief Executive Officer Zappos.com View Snapshot View Presentation Q&A Session Roger Adams Chief Marketing Officer Lord & Taylor Committee Chair ANA Brand Management Committee NEW APPROACHES FOR CONNECTING WITH THE CONSUMER AT PROCTER & GAMBLE For Procter & Gamble, developing sustainable digital business models to listen to, learn from, and engage with their consumers is critical for long-term brand building success. Procter & Gamble is creating new ways to engage consumers through content development and providing opportunities for social networking through their online communities, Capessa.com, Petside.com, and Vocalpoint. The development team responsible for these initiatives will discuss how these sites have enriched their understanding of the digital space, and how they as marketers can become more relevant in the lives of their consumers. Roger Fishman Founder and President The Zizo Group View Snapshot View Presentation Pat Gentile National TV Programming Manager The Procter & Gamble Company View Presentation Steve Knox CEO P&G's Tremor/Vocal Point View Presentation Q&A Session Ann Marie Kerwin Media Editor Advertising Age FINDING A FIT WITH WEB 2.0: HOW LEE JEANS TOOK A TRADITIONAL CAUSE CAMPAIGN SOCIAL When Lee Jeans initiated its flagship cause marketing outreach in 1996, words like Web 2.0 and social media didn't exist. In 2007, Lee National Denim Day launched into the nontraditional space by utilizing communications with YouTube, consumer blogs, Facebook, MySpace, and customized Webpages. In doing so, the brand primed its 12-year consumer outreach campaign for decades more of success. Liz Cahill Vice President, Marketing Lee Jeans View Snapshot Mike Swenson Executive Vice President Barkley Q&A Session Linda Narbey Senior Director ANA INNOVATIONS IN BRAND MANAGEMENT: NEW TOOLS AND TECHNIQUES A big challenge for many brand managers is determining how to best leverage the brand to drive growth and where to invest, given the myriad of options. In this session, Messrs. D'Esopo and Dixon will share some of the tools and techniques they use to determine a client's most promising brand-building opportunities and how to prioritize investment in those activities. Using tools such as brand touch point analysis, choice modeling, and Strategic Brand Assessment^SM, they show how a unique blend of creativity and predictive tools help companies focus and better leverage their brands to drive growth. Michael D'Esopo Senior Partner Lippincott Peter Dixon Creative Director Lippincott View Snapshot View Presentation
12:50 pm	Luncheon Sponsored by Lippincott
2:00 pm	General Session cont. FORD & MICROSOFT IN SYNC Ford's new Sync technology is proving to be a powerful lure to car buyers who demand connectivity - anytime, anyplace. Ford, in partnership with Microsoft, launched Sync, which features voice-activated, hands-free mobile communications and digital music player access, exclusively in twelve Ford, Lincoln and Mercury products. The team behind this launch will share the insights and strategy behind this innovation, and how the partnership has enhanced their brands. John Emmert Sync Marketing Ford Division View Snapshot Q&A Session Bob Liodice President and CEO ECHO BOOMER PANEL Echo Boomers (born 1982-1994) are the first group of consumers to grow up with a computer in the home, a cell phone in their pocket and a 500-channel television universe. They are a plugged-in generation, taking cues from each other through their Facebook and MySpace pages. They consume media differently, and provide unique challenges for marketers. In this panel discussion, Echo Boomers, who are now marketers themselves, will respond to an exclusive ANA survey on their media habits, their attitudes towards brands and marketing, and their thoughts on their own careers in marketing. Will what they say surprise us? Moderator Roger Adams Chief Marketing Officer Lord & Taylor ANA Committee Chair ANA Brand Management Committee View Snapshot View Presentation Panelists Justin De Graaf Assistant CMI Brand Development Manager Unilever Doug Hopek Senior Brand Consultant Lincoln Financial Group Andrew Schneider Market Research & Strategy Mercedes-Benz USA, LLC
4:00 pm	Adjournment