Brand Building Members Only Conference @ Hewlett-Packard Company presented by A+E Networks

This event is over.

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

DREAMWORKS ANIMATION AND HEWLETT-PACKARD: A PARTNERSHIP FOUNDED ON INNOVATION - FROM ENGINEERING TO ENTERPRISE
DreamWorks Animation makes the world's best CG family entertainment and HP provides the technology to do it. In 2001 DreamWorks Animation and HP formed a partnership with one simple goal in mind-to enable new creative frontiers by leveraging high compute technologies. Through the years, the relationship between the two companies has grown and evolved from consumer co-marketing to a powerful business-to-business selling approach. Hear a best-practice example of taking a client success story to the next level in building brand credibility and, ultimately, driving sales.

Don Duff
Strategic Alliances
HP Corporate Marketing
Hewlett-Packard Company

Kate Swanborg
Head of Enterprise Marketing
DreamWorks Animation
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BUILDING BRAND AWARENESS AND CAPTURING MARKET SHARE AMONG HISPANIC CONSUMERS
Progresso Soups had been battling Campbell's for total market category leadership for years and, while targeting the Hispanic market was nothing new for Campbell's, Progresso had yet to communicate to this consumer group. The challenge was how to close the gap for Hispanic consumers already in the ready‐to‐serve category, while also winning the first mover advantage at a time when homemade soup users shifted to a more convenient source of soup preparation. Hear how General Mills and their agency, Bromley Communications, successfully launched Progresso Soups with Hispanic consumers, building brand awareness, growing share and dollar volume and driving household penetration among Hispanics.

Sue De Lopez
VP, Director of Client Services
Bromley Communications, LLC
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DUDE-OLOGY: HOW TO REACH TODAY'S MULTIDIMENSIONAL MEN
A+E Networks' commitment to understanding its audience was a key factor in the History Channel's success as a top five network among men. In 2010, the network grew by double digits and continues to build on its success in 2011. To understand any audience it's critical to have a constant dialogue with them. A+E Networks conducts a large volume of research through various methodologies. Dude-ology is an ongoing compilation of insights garnered from a tremendous amount of both quantitative and qualitative research including polls to exploration groups and even neuroscience to name a few. Dude-ology identifies both micro and macro trends and how they are playing out socially and culturally to answer the question: What does it mean to be a man today? The presentation covers the evolution of male roles in the household and workplace, their relationship with health and technology, as well as their evolving gender roles. Among other areas it discusses male relationships, the 21st century "mancave", and identifies opportunities on how to speak to these new multidimensional men.

Michael Greco
EVP Of Strategic Insights
A+E Networks
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BUILDING AND MANAGING YOUR BRAND AS A STRATEGIC ASSET
Many successful companies recognize that brands and what they represent drive almost two-thirds of customer purchases. As such, many leaders are taking an increasingly thoughtful and strategic approach to managing their brand as an asset. It is important to understand what your brand stands for and how to determine the role your brand should play in your overall business strategy. In this session, you will learn how to leverage your brand to drive increased profitability and a true competitive advantage. Aaron will give you the tools to measure your brand-building activities and gain exposure to best practices in branding today.

Aaron Smith
Associate Partner
Prophet, Inc.
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MEMBER ROUNDTABLE DISCUSSION: WHAT DID YOU LEARN TODAY AND WHAT KEEPS YOU UP AT NIGHT?
ANA member roundtable discussions are a great way to share experiences and perspectives on key hot topics, while learning from your peers from other companies. Throughout the day, ANA will be compiling key concepts and learnings from the day's sessions and will also be asking members to submit their own topics and ideas. What is your biggest challenge in building your brand? What keeps you up at night? What did you learn at the conference or what questions are still unanswered? Whatever your challenges, chances are they are shared by your peers with a wealth and variety of experience to draw from. It's group therapy for marketers!

Facilitator:
Mike Ferguson
Senior Manager, Committees
ANA
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2:45pm

Adjournment