Brand Management
Turning Brand Advocates into Content Creators
Rob Fuggetta, founder & CEO at Zuberance, a company that manages and powers brand advocate programs, discussed how brands are capitalizing on content created by brand advocates to build their businesses.
Think Like Zuck: Five Business Secrets of Success
Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.
Think Like Zuck: Five Business Secrets of Success
Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.
Think Like Zuck: Five Business Secrets of Success
Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.
Patagonia: Sustaining a Valuable Brand by Protecting Our Common Ground
Vincent Stanley, vice president, marketing, Patagonia Company, discussed how the renowned outdoor clothing and equipment company has led the way in sustainability since its founding.
Reckitt Benckiser: Partnering with Consumers to Impact Sustainability
Jennifer Duran, global sustainability manager, Reckitt Benckiser, discussed how Reckitt Benckiser has revamped its mission and purpose to focus more on sustainability.
Reckitt Benckiser: Partnering with Consumers to Impact Sustainability
Jennifer Duran, global sustainability manager, Reckitt Benckiser, discussed how Reckitt Benckiser has revamped its mission and purpose to focus more on sustainability.
Krispy Kreme: Reaching Millennials through Integrated Marketing
Executives from Krispy Kreme and Barkley (its agency) discussed how Krispy Kreme integrated its brand icons into social media, online, and mobile programs aimed at Millennials.
Dell’s Approach to Branding for B-to-B Marketers
Mary Ellen Dugan, executive director global brand and advertising, Dell, discussed Dell’s journey to reinvigorate its brand, which started with 9,000 customer interviews and culminated in a holistic, purpose-driven brand rolled out across the organization and around the globe.
Dell’s Approach to Branding for B-to-B Marketers
Mary Ellen Dugan, executive director global brand and advertising, Dell, discussed Dell’s journey to reinvigorate its brand, which started with 9,000 customer interviews and culminated in a holistic, purpose-driven brand rolled out across the organization and around the globe.
How Creativity Re-Energized the Fisher-Price Brand
Lisa Mancuso, senior vice president, marketing, Fisher-Price, discussed how Fisher-Price refreshed its brand through new TV commercials, digital assets, and packaging.
Jack Daniel’s: Leveraging Creativity to Delight For Over 145 Years
Carmen D’Ascendis, director of global marketing, Brown-Forman Corporation, and Wade Devers, executive vice president, group creative director, head of art, Arnold Worldwide, discussed how Jack Daniel’s approach to creativity continues to engage consumers in new ways and drive growth for the brand worldwide.
Pantone's Colorful Approach to Creative Partnerships
Ron Potesky, senior vice president and general manager, Pantone, discussed the evolution of Pantone (a small commercial printing company) from a color management tool into a stand-alone global brand.
Pantone’s Colorful Approach to Creative Partnerships
Ron Potesky, senior vice president and general manager, Pantone, discussed the evolution of Pantone (a small commercial printing company) from a color management tool into a stand-alone global brand.
Volkswagen: The Power of Simple, Human Storytelling
Justin Osborne, general manager, advertising and marketing communications, Volkswagen of America, Inc., and Michael Kadin, executive vice president and group creative director, Deutsch LA, discussed how Volkswagen has leveraged simple, human storytelling to reach a broad audience.
Volkswagen: The Power of Simple, Human Storytelling
Justin Osborne, general manager, advertising and marketing communications, Volkswagen of America, Inc., and Michael Kadin, executive vice president and group creative director, Deutsch LA, discussed how Volkswagen has leveraged simple, human storytelling to reach a broad audience.
Forrester Research Reveals the Post-Digital Rules of Brand Building
Tracy Stokes, principal analyst, Forrester Research, discussed the challenges brands face in the “Age of the Customer” and how to navigate the changing media landscape with a brand north star, map, and compass.
So, You’re a Social Brand. Congratulations. Now What?
Mark Fallows, executive creative director; Kandace Hudspeth, executive strategy partner; and Sharon Panelo, digital strategist, McCann Worldgroup, discussed three trends radically changing the way people and brands create and consume content.
So, You’re a Social Brand. Congratulations. Now What?
Mark Fallows, executive creative director; Kandace Hudspeth, executive strategy partner; and Sharon Panelo, digital strategist, McCann Worldgroup, discussed three trends radically changing the way people and brands create and consume content.
Discover Financial Services: Finding Opportunity in Adversity
Harit Talwar, executive vice president, president, U.S. Cards, Discover Financial Services, and John B. Adams, chairman & chief executive officer, The Martin Agency Inc., discussed how Discover’s popular “Peggy” campaign gave the brand a friendly, fun personality that helps it compete in the tough credit card category.
