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Brand Growth @Hewlett-Packard Company: HP Enterprise Services (Members Only Conference)

This event is over.

The goal of this session is to explore ways to define, frame, and share an effective brand story — marketing’s universal priority. More specifically, we will discuss and examine how to tell compelling brand stories that engage both the market and employees and how best to go about communicating your brand story.

We envision a successful brand transformation, moving from “corporate” to “human” speak. However, in a fragmented world, there remains the challenge to create campaigns, advertising, and marketing materials that collaborate across multiple touch points and moments of truth to deliver one powerful, compelling customer experience. Given that words and pictures are marketing currency, how can we better use them to accomplish this objective?

When
Begins:Wednesday, September 24, 2014 at 8:15am
Ends:Wednesday, September 24, 2014 at 3:00pm
Where

Hewlett-Packard Company: HP Enterprise Services
5400 Legacy Drive
Plano, TX 75024-3199

Agenda
Wednesday, September 24, 2014
8:15am  

Breakfast

9:00am  

POST CEREAL ORGANIC BRAND GROWTH

Post, maker of cereal brands Honey Bunches of Oats, Grape Nuts, Shredded Wheat, and Pebbles, has adopted a focused and multi-pronged rejuvenation plan, and it¹s working. Market share is up two points to date. The company is using its rich history to turn around its brand portfolio and to engage employees.  We’ll take a deep dive and hear how this 100-year-old brand stays relevant in today¹s crazy world.

Jim Holbrook

President

Post Holdings, Inc.

 

TAKING A BRAND STORY FROM GOOD TO GREAT

Given all the opportunities available to brands, one of the biggest challenges facing marketers is to create real meaning in the eyes of the consumer. The risk, in many cases, is that brand managers go after new shiny objects and techniques and measure them by standards unimportant to consumers. Paul Chibe, former U.S. CMO of Anheuser Busch LLC will share examples from his career regarding how he and his teams countered that temptation by setting storylines, by deciding what was important, and by adopting a longer-term brand view. Paul challenged his teams to avoid just going after clever ideas but instead focus on communication strategies that would lead to bigger opportunities. He will share why a brand story is more than random content, especially in a world replete with content.  What really counts is content that systematically and insightfully builds your brand long term.

Paul Chibe

Former U.S. Chief Marketing Officer

Anheuser-Busch, Inbev

 

ELEVATING B2B STORIES VIA VISUALS, WORDS AND EVEN LYRICS

With half or more of YouTube searches now of a B-to-B nature, B-to-B marketers are becoming more adept than consumer marketers at using words, visuals, and even original music to tell attention-getting, emotion-laden, compelling brand stories. Gary will discuss several case histories that demonstrate the visual and often musical storytelling work he and his team undertook for GE, Case Construction Equipment, Jones Lang LaSalle, Cintas, Google, and LinkedIn, which increased customer awareness, intent to purchase, and sales.

Gary L. Slack

Chairman and Chief Experience Officer

Slack and Company, LLC

 

AT&T STADIUM FAN EXPERIENCE

Greg Skasko

Corporate Sponsorships Director

AT&T Inc.

12:15pm  

Lunch

1:00pm  

General Session Cont.

 

WHERE IS MARKETING AND BRANDING GOING FOR 2015 AND BEYOND

In the current digital economy, what is a brand? How are the Internet and branding affecting each other? To succeed today, brands must mobilize their communities, inside and out. They must engage in “brand Darwinism” and be sure to adapt first. In this session, Prophet Chief Digital Officer Chan Suh and Chief Talent Officer Kevin O’Donnell will predict where the marketing and branding industries are headed in this consumer-empowered, 100-percent transparent digital age.

Chan Suh

Senior Partner and Chief Digital Officer

Prophet

Kevin O'Donnell

Senior Partner and Chief Talent Officer

Prophet

 

BUILDING YOUR BRAND ON PURPOSE

It is more important than ever to have an authentic purpose at the heart of a brand.  The most iconic brands are built around a simple and meaningful shared ideal.  An ideal that unites and energizes the organization to consistently deliver a customer experience that fulfills the brand promise.  This session is designed to be an engaging conversation of key principles behind purpose-driven brands coupled with simple strategies for implementation in any company.

Doug Willmarth

Founder

CMO Source

2:15pm  

Tour

HP Services Experience Center

The pace of change in the use of technology, personally or at work, continues to accelerate at a breathtaking pace. Our expectations of IT are driving major change. It is more than just wanting it now; it's about seeing what's next. To stay ahead of the curve, enterprises must move beyond basic technology and bring together major drivers like cloud, big data, mobility, and security in convergent ways that are relevant and useful.

Located at the HP Enterprise Services headquarters in Plano, Texas, The Experience is a one-stop facility that combines collaboration rooms and capability demonstrations into a unique interactive journey that aids in understanding how to use the powerful tools and best-in-class processes to stay agile, anytime and anywhere.

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