Brand Building : Brand management

Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.

Stephen F. Quinn, executive vice president and chief marketing officer, Walmart U.S., Walmart, discussed Walmart's efforts to continue to provide their customers with solutions that will allow them to "save money, live better" during this economic downturn.

Russ Neale, brand manager at Mars Petcare U.S. Inc., and Parker Barnum, account director at TBWA\Chiat\Day, discussed how Pedigree created an award-winning campaign based on consumer insights and cause marketing.

Roger Adams provided the key highlights of the fundamentals of brand management and pointed to Michelin and Chick-fil-A as companies that have strong brand positioning statements.

Gerard Meuchner, director of corporate communications and public affairs, Eastman Kodak Company, discussed Kodak's "FAST" program, which is geared towards creating and sharing a common set of internal operating principles throughout the Kodak organization.

This research report draws on survey research conducted throughout 2009 and also highlights "hot" topics to marketers such as brand building, newer media, agency evaluations, marketing accountability, agency holding companies, global marketing, agency audits, and hourly rates.

Farmers Insurance and its agency have worked together on branding and community outreach to strengthen Farmers’ brand efforts in local markets, sponsorships, and communities.

Farmers Insurance and its agency have worked together on branding and community outreach to strengthen Farmers’ brand efforts in local markets, sponsorships, and communities.

Kim Larson from Jamba Juice and Jim Holbrook from Neighbor faced the challenge of reinvigorating the Jamba Juice brand. They discussed how Jamba Juice made radical changes to the brand’s marketing approach using new products, new environments, and new media.

Greg Stern, CEO of Butler, Shine, Stern & Partners, discussed how RadioShack rebranded itself as The Shack using both traditional and social media along with events and promotions.

Bruce Moorhouse, senior consultant, WCW Partners, introduced and explored the idea of a brand “metalife” in this presentation.

Cynthia Ashworth, vice president of consumer engagement at Dunkin’ Donuts, discussed how the brand continues to grow by tapping all forms of media and messaging to attract new customers, while keeping core patrons passionate and engaged.

Jeffrey W. Hayzlett, chief marketing officer and vice president, Eastman Kodak Company, discussed how the Kodak brand reinvented itself in order to compete in a digital world.

MillerCoors CMO Andrew England discussed how a key strategy of reinforcing his company’s brands’ core positioning, along with innovations in packaging, sponsorship, and media, have built business and driven imperative brand growth.

Neil Golden, senior vice president, chief marketing officer, McDonald’s USA, LLC, discussed how McDonald’s reinvented its brand with the “I’m lovin’ it” campaign and continues to use ethnic insights to drive growth.

Alex Romanovich, founder and CMO, Social2B, discussed the new metrics marketers should consider when calculating the value of their online advertising and social media.

Joe Gottschalk, senior director, consumer & market intelligence, Wm. Wrigley Jr. Co., discussed the launch of “5” gum.

Deborah Leiter, vice president, campaign director, Ad Council, and Dawn Winchester, EVP, chief marketing services officer, R/GA, discussed the campaign R/GA created for the Ad Council that is geared towards raising awareness about teen dating violence.

Stan Richards, principal/creative director at The Richards Group, spoke about the importance of the starting the creative process with the right strategy.

Kent Wilson, SVP, Marketing, Red Lobster, discussed Red Lobster’s new lunch program, which is focused on keeping customers during the recession.

Matt Aldrich, director of business intelligence and customer marketing at Navistar, discussed how International Truck reinvented itself by doing the unexpected, investing in the Web, and using branded entertainment and automotive techniques to launch new truck brands.

David Rubin, marketing director of U.S. haircare brands at Unilever, used examples from his brand to demonstrate how digital campaigns can go beyond the 30-second ad.

Mark Chmiel with Denny's Corporation and Antony Young with Optimedia International U.S., Inc. discussed Denny’s unconventional approach to promoting the brand through its Grand Slam breakfast giveaway.

Richard Kelly, global marketing research leader at GE Capital, shared GE’s systems and processes for applying innovation in everyday thinking to take on some of the company’s (and their customers’) toughest challenges.

Wes Nichols, CEO of MarketShare Partners, discussed how to use state-of-the-art analytics to cost-effectively reach consumers and gave an example of how this was successful for Mercedes-Benz.

Ryan Jacoby, Business Designer at IDEO, discussed how his company uses design and innovation to help companies grow and presented a case study from GE.

Pat LaPointe, managing partner of MarketingNPV, discussed steps marketers can take to improve marketing effectiveness and efficiency and provided a template for building the “best” business case.

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."

Joe Lagani, vice president of brand sales at Glam Media, discussed how Tinker can help drive conversations between brands and consumers.