Brand Building Members Only Conference @ Southern Company

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In building our brands, we are making promises to consumers and inherently creating expectations about our products and our company. In today's environment defined by transparency and accountability, brands are more rigorously held to these expectations. Moreover, the consumer experience has expanded greatly beyond traditional touchpoints, so consistency is even more of a challenge. The best brands in the world have not only figured out how to manage their brand image in this environment, but have capitalized on it, reinforcing the core message at every step and consistently engaging and responding openly and honestly with the audience in ways that are meaningful to them. This conference brings together leading marketers who are successful in building their brands in this new environment, driving awareness, customer loyalty and the bottom line. Join us for a fun and informative day as we explore methods for creating and maintaining a relevant brand building strategy for today's consumer.

Agenda

8:15am	Breakfast
9:00am	General Session BUILDING BRAND VALUE AT SOUTHERN CO: OFFICIAL ENERGY COMPANY OF THE PGA TOUR Consumers don't waltz into grocery stores to buy shrink-wrapped boxes of energy, so utility giants like Southern Co. have unique challenges when it comes to building their brand. Through a long-standing partnership with the PGA TOUR, Southern Company has created brand value and positioned itself as a solid corporate citizen with an award that honors one of golf's most respected players. Learn how they have used this activation, together with an integrated approach to get their message in front of customers where they live, work and play. Mary Story Manager, Advertising and Marketing Communication Southern Company Rhonda Zahnen Principal The Richards Group ______________________________________ KRISPY KREME DOUGHNUTS: A VIBRANT LIFE AT SEVENTY-FIVE For nearly 75 years Krispy Kreme has been known for melt-in-your-mouth Original Glazed(R) doughnuts and memorable experiences. Through generations the Brand has learned how to stay true to its proprietary doughnut recipe and its simple mission - "to touch and enhance lives through the joy that is Krispy Kreme." Built by traditional word-of-mouth marketing, Krispy Kreme is discovering how to add energy to the brand almost exclusively through grassroots marketing activities and social media. Hear how Krispy Kreme is able to remain relevant in a rapidly changing world without abandoning its core traditions, values and differentiation. Learn how the Brand has addressed language, taste and culture differences across more than 650 locations in 21 countries by understanding that consistency and adaptability can work together. Dwayne Chambers Senior Vice President and Chief Marketing Officer Krispy Kreme Doughnut Corporation ______________________________________ BUILDING STRONG BRANDS IN A RADICALLY TRANSPARENT WORLD In an age of the connected consumer and radical transparency, maintaining a brand's position has become increasingly complex. Does perception drive reality or reality perception? The strongest brands owe their success to a clear alignment of their brand positioning with communications and customer experience. The foundation rests with a clear and relevant brand story. But some brands miss the mark or lose their ground. What matters most in driving demand? What measurements can be adopted to sustain a compelling brand story and customer experience? This session will discuss how brands can ensure the most successful alignment of story and experience, share research and case studies on which brands do this best and review a new diagnostic tool to help you do this. John Marshall Senior Partner, Director of the Brand Strategy Practice Lippincott Bob Walker Executive Vice President, Marketing and Cross-Platform Development The Weather Channel Companies ______________________________________
12:00pm	Luncheon
1:00pm	General Session cont. THE ROLE OF DIGITAL IN BRAND BUILDING AND GROWTH "How are you achieving an acceptable ROI?", "What is the business value?","Why should we invest in your recommendation vs. other options?" Marketers are under growing pressure to answer these questions as part of their strategic development processes. These have often been difficult areas to quantify, but can become even more challenging with emerging digital opportunities. We'll discuss the key questions from the C-suite, and how you demonstrate credibility through financial viability for digital marketing strategies. Julie Collins Director, Digital Marketing, Alcon Laboratories Novartis ______________________________________ LIFELOCK INC. AND THE PHOENIX MERCURY: CO-BRANDING THROUGH SPONSORSHIPS LifeLock and the Mercury, leading organizations in their respective fields, created the first ever jersey sponsorship in professional basketball, aligning their missions for the advancement of community, fans and the WNBA as a whole. The partnership went beyond the court to broaden the opportunities for LifeLock, the Mercury and the WNBA to continue to flourish. In addition to player jersey rights, the partnership includes on-court apparel, in-arena signage, branding on the court, exposure on PhoenixMercury.com, including all social media outlets and e-marketing efforts. The collaboration also includes a cause aspect, incorporating the launch of the LifeLock SafeZone basketball and life mentoring programs for underserved girls. The program was successful in generating earned media as well with coverage by ESPN, financial news networks and mainstream media. Learn how the benefits far exceeded expectations for both parties, discover effective methods for accurate and meaningful valuation and ROI and hear why this became a brand building blueprint for other sponsorships of its kind. Erick Dickens Director, Product Marketing LifeLock, Inc. Scott Horowitz Vice President, Sales and Marketing Navigate Marketing ______________________________________
3:00pm	Adjournment

Brand Building Members Only Conference @ Southern Company

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Agenda