2008 Brand Innovation Conference

Thursday, April 17, 2008

General Session

WELCOME
Bob Liodice
President and Chief Executive Officer
ANA

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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

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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 

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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

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Pat Gentile
National TV Programming Manager
The Procter & Gamble Company

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Steve Knox
CEO
P&G's Tremor/Vocal Point

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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

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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

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12:50 pm

Luncheon
Sponsored by Lippincott

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

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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 

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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