Brand Management
Brewing Change: Creating Innovation via Differentiation
Alfredo Martel, senior vice president, marketing and product management at Caribou Coffee, and Stacy Janicki, director of account management at Colle+McVoy, shared key insights and strategies leveraged to brew up retail sales overnight, while building a vision for the coffeehouse of the future.
LifeLock’s Direct Response and Brand Advertising Model
Andrew Wyant, VP of marketing at LifeLock, discussed how direct response advertising and brand advertising were able to strengthen the LifeLock brand.
LifeLock’s Direct Response and Brand Advertising Model
Andrew Wyant, VP of marketing at LifeLock, discussed how direct response advertising and brand advertising were able to strengthen the LifeLock brand.
Driven to Succeed
Ford’s Jim Farley helps the resurgent automaker get its message out. Adversity has forced the brand to be a stronger, leaner, more agile, and aggressive company, with a renewed focus on the customer.
The Breathing Brand: Employees as Brand Ambassadors
Christine M. Owens, senior vice president, communications and brand management at United Parcel Service, Inc. (UPS), discussed how the brand trains it employees to project and protect the company's core values.
Southwest Airlines: Bags Fly Free
Sandra Howard, director of advertising, Southwest Airlines Co., discussed the strategy behind the airline's "bags fly free" messaging.
The Dermatologist Is In - Olay Professional Pro X - WebMD
Dan Hamilton, brand manager - Olay and Devinn Kraut Tafaro, vp, connections associate director - MediaVest discuss "The Dermatologist is In," a fully branded multi-media custom content platform featuring the Olay Professional Alliance integrated within the #1 trusted health & wellness destination, WebMD.
Rapid Change as an Opportunity for Growth and Leadership: A Quintiles Case Study
Millie Tan, CMO and SVP, Quintiles, and Allison Womack, managing director, Doremus New York, discussed how Quintiles, a biopharma partner company, consolidated their four disparate brands under one umbrella to create a new biopharma category and a new Quintiles communications platform.
Recasting the Intuit Brand for Small Business Owners
Firouzeh Murray, brand leader, small business division, Intuit, and Michael D'Esopo, senior partner, brand strategy, Lippincott, discussed Intuit's decision to create an Intuit umbrella brand to house its well-known products, such as TurboTax and Quick Books.
Creating a Seat at the Table
Steve Cannon, vice president, marketing, Mercedes-Benz USA, discussed how Mercedes-Benz formed two online customer advisory councils and the impact that those groups have had on the brand.
Innocent Drinks: A Brand Movement from Europe
Dan Germain, head of creative at Innocent Drinks, discussed how the brand is working to make its products interesting, not just healthy.
Strengthening the NFL Brand Through Integrated Brand Initiatives
Jaime Weston, director, brand management and integration, National Football League, discussed how the NFL develops a strong emotional brand connection with their consumers.
Case Study: Mini Cooper Clubman
Trudy Hardy, manager at MINI marketing, and Chris Cardinal, group business director at Butler, Shine, Stern, & Partners, discussed how magazines played a key role in the campaign to launch the MINI Cooper Clubman and changed perceptions among early adopters with unexpected print executions, including a triple cover and integrated content within cutting edge publications.
Subway's Fresh Take on Branded Message Integration
Tony Pace, senior vice president and chief marketing officer of the Subway Franchisee Advertising Fund Trust, discussed how Subway is using branded message integration to better connect with consumers.
Haagen-Dazs Loves Honey Bees
Diane McIntyre, Senior Public Relations Manager, Haagen-Dazs, and Laura Janness, Brand Strategist, Goodby, Silverstein & Partners, discussed how Haagen-Dazs took up a highly relevant cause—the mystery of the disappearing honey bees, the tiny pollinators that Haagen-Dazs depends on for nearly half of their ingredients—after experiencing declining sales and increasing competition in their category.
Haagen-Dazs Loves Honey Bees
Diane McIntyre, Senior Public Relations Manager, Haagen-Dazs, and Laura Janness, Brand Strategist, Goodby, Silverstein & Partners, discussed how Haagen-Dazs took up a highly relevant cause-the mystery of the disappearing honey bees, the tiny pollinators that Haagen-Dazs depends on for nearly half of their ingredients-after experiencing declining sales and increasing competition in their category.
Walmart: Saving Money, Living Better, Accelerating Growth
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.
Word-of-Mouth Marketing That Goes Beyond Tactics -- A Fiskars Case Study
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.
Word-of-Mouth Marketing That Goes Beyond Tactics -- Fiskars Case Study
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.
Brand Management Fundamentals-Update on Key Tools and Positioning Case Studies
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.
