Brand Building : Brand management

Cynthia Ashworth, vice president of consumer engagement at Dunkin’ Donuts discussed two of the brand’s campaigns. To stay relevant to core consumers during a recession, Dunkin’ Donuts launched “You Kin’ Do It”, a multiple-channel campaign with messages of empathy, positivity, value, and nostalgia. Dunkin’s “Create Your Next Donut” was a user-generated donut design contest that set company records for web traffic and engagement via social media.

Jeff Julian, global search marketing manager at Sun Microsystems, discussed how his company has been able to use offline and online media to do more with less in the current economic climate.

Industry experts discussed issues surrounding brand building and reviewed results of the ANA survey, “Brand Building in Tough Times.”

Karen Brewer, VP of customer experience at Autodesk, discussed the company’s newly-launched Autodesk Partner Portal and the importance of bringing the customer’s voice into development process of online properties.

Today, smart marketers are strategizing not only about getting through the current economic environment but are also preparing to be ready for accelerated growth when the recovery finally begins. It’s a delicate balancing act. ANA surveyed its members on brand building in tough times and beyond. Issues included effective ways for building brand equity, measures of brand health, defined as the measure to which brand equity is increasing or declining, brand deterioration warning signs, and short-term versus long-term brand building strategies.

Col. Casey Wardynski, director, office of economic and manpower analysis, U.S. Army, Eric Johnson, president, Ignited LLC, and Laura Bowles, vice president, group account director, Crispin Porter + Bogusky shared Effie Award-winning case studies featuring the U.S. Army and Burger King.

Richard McDonald, Senior Vice President of Global Marketing, Fender Musical Instruments, discussed how Fender meets the challenge of balancing a 60-year legacy with brand relevancy by developing innovative consumer and retail programs that engage consumers in authentic and powerful ways while constantly advancing a vital brand heritage.

In this article Bob Lachky reflects upon his two decades at Anheuser-Busch.

Steve Bratspies, Senior Vice President, Dry Grocery, Wal-Mart Stores, Inc., discussed Wal-Mart’s strategy for success during this economic downturn.

Jason McDonnell, VP, General Manager, Customer Strategy, Frito-Lay, Inc., discussed how Frito-Lay uses speed to build relationships with consumers.

Representatives from Merrill Lynch and the Boathouse Group, discussed the evolution of the Merrill Lynch brand from 2000-2007.

This article Anne Saunders, former brand and consumer marketing executive at Bank of America, shares her experience leading two main areas-directing marketing efforts and managing shared resources.

John Nardone, Chairman and CEO of [x+1], discussed the benefits of performance marketing and presented a case study on Kraft.

Reed Smith’s John Hines and Liberty Mutual Group’s Christopher Sloan discussed how a change in the standards for website addresses could change online marketing.

Andy Azula with The Martin Agency, Inc. discussed how his agency created, launched, and evolved a winning integrated marketing campaign for UPS using a simple idea.

Walmart CMO Stephen Quinn is in the spotlight as he leads a major shift in marketing at the world’s largest retailer

Barbara Bacci Mirque, EVP, ANA, shared key learnings from the ANA’s 2008 Marketing Accountability survey.

John Chandler, SVP, CMO, MassMutual Financial Group, and John Wolfarth, SVP, Group Creative Director, Mullen, discussed MassMutual’s new “good decisions” campaign, which launched in the midst of 2008’s historic financial meltdown, but still reaped successful results for the organization.

Andrew Benett, Co-CEO, NY & Global Strategy Officer, Euro RSCG Worldwide, shared lessons from the Obama victory, which can be applied by all brand marketers.

In this article Eric Leininger, the master of consumer insights at McDonald’s, discusses how he is helping the Golden Arches shine brighter on a global scale.

This article summarizes presentations made at the Masters of Marketing conference displaying different ways to grow brands.

Scott Donaton shares seven steps that help businesses establish a strong brand position for growth.

This case study is an example of a successful strategy that combined several elements of digital and interactive media, along with a strong dose of consumer-generated content.

This case study describes how Dean Adams, 3M’s director of corporate brand management, successfully created a cross-functional, cross-global marketing team that enthusiastically works together to align 3M’s marketing efforts with a single, cohesive set of corporate goals.

Gabrielle Chamberlain, Client Services Director at Imagination, and Michael Burns, Director of Executive Meetings & Events Division at American Express, discussed keys to success in creating branded events.

Andreas Roell, CEO, Geary Interactive shared his thoughts on today’s post-digital marketing world and the strategies marketers must focus on to stay competitive in it.

Frank Dudley, CMO of ‘mktg,’ shared case studies that focused on the ways in which his organization is partnering with companies such as Diageo, Pepsi, and P&G to build brands through social media networks.

Jay Milliken, Partner, Prophet, shared seven tips for building a brand-driven business, as well as best practices to employ and pitfalls to avoid.

Kristin Suppelsa, Vice President and Manager Communications at Liberty Mutual Insurance Company, discussed the challenges of a competitive environment and demonstrated how the company is finding success in the marketplace by marketing itself as authentic and relevant.

Allen Adamson, Managing Director of Landor Associates, discussed how brand professionals have an unprecedented opportunity to use digital tools and tactics to listen to and learn from their customers, to establish a simple, yet compelling brand promise, and to unconditionally deliver on this promise.