| General Session
INSIGHTS FROM ANA'S EXCLUSIVE BRAND DETERIORATION SURVEY
How would you know if your brand is deteriorating? The ANA fielded a survey to members regarding early warning signs of brand deterioration. Are features and benefits being used to sell your product/service more than in the past? Is your net promoter score slipping? Are competitors creating new niche segments before you? Key indicators of brand deterioration will be identified.
Roger W. Adams
Senior Vice President and Chief Marketing Officer
The Home Depot, Inc.
Frank Cooper III
Vice President of Marketing
Pepsi-Cola North America
Katy Frohling
Senior Vice President, Brand Strategy
Wells Fargo
Larry Light
President and Chief Executive Officer
Arcature LLC
JETBLUE - INNOVATION IN CUSTOMER EXPERIENCE
Creating the customer experience has made JetBlue successful. Leather seats, live television for each passenger, and friendly and efficient service are a few innovative techniques JetBlue has employed. Its marketing and public relations teams have helped build and promote the JetBlue brand at every customer touch point.
Andrea Spiegel
Vice President, Sales and Marketing
JetBlue Airways Corporation
"BRAND SIMPLE" HOW THE BEST BRANDS KEEP IT SIMPLE AND SUCCEED
In today's competitive marketplace, it seems more difficult than ever to create successful brands. Landor Associates' managing director says the solution is simple: bring back the basics of good branding, test a good idea, ensure that your design and message fit the brand's true meaning, and avoid complicated strategies.
Allen P. Adamson
Managing Director
Landor Associates
LUNCHEON
B-TO-B PANEL DISCUSSION
This panel will consist of business-to-business marketers from different industries and will focus on the dynamics between the marketing and sales teams. Various aspects of b-to-b marketing will be discussed as well as how these teams can work together to achieve their business goals.
Diane Brink
Vice President, Worldwide Integrated Marketing Communications
IBM Corporation
Sally Robling
Chief Marketing Officer
American Standard Companies
STARBUCKS - INNOVATION AT POINT OF SALE
Starbucks has turned its stores into neighborhood gathering places, with the comfort of chairs and furniture as well as music-whether it is live or CDs playing in the background, which can be purchased at the counter as well. Starbucks has taken coffee and coffee houses to another level.
Anne Saunders
Senior Vice President - Global Brand Strategy and Communications
Starbucks Corporation
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