Brand Management

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I. WELCOME (11:00 – 11:10am ET)

II. MEMBER ROUNDTABLE DISCUSSION: BRANDS AND APRIL FOOL'S DAY (11:10 – 11:30am ET)
This is your opportunity to network and discuss key issues, challenges, and opportunities within brand management. This session will be an open discussion on brand participation in April Fool's Day. Do you participate? Is it valuable? How does your brand approach other unofficial holidays? We'll endeavor to answer these questions and more. We'll also take a look at some of the most notable branded April Fool's Day campaigns from this and past years. Come prepared to share!

III. DTCC'S BRAND JOURNEY: FROM INDUSTRY "SECRET" TO VISIBLE LEADER OF MARKET TRANSFORMATION (11:30am – 12:10pm ET)
In this session, see how DTCC, the premier post-trade market infrastructure for the global financial services industry, has evolved its brand from a quiet, behind-the-scenes utility toward an expanded role meeting the critical needs of market players through a financial crisis and global pandemic. We'll learn about the impetus for its latest brand refresh and how they met their brand goals through the rollout of a new visual identity, positioning and brand voice and tone.

Speakers:
Robin Choudhury, Executive Director, Brand Management & Client Learning – DTCC
David Deacon, Executive Director, Corporate & Business Marketing and Client Learning - DTCC

IV. BREAK (12:10 – 12:20pm ET)

V. BEYOND PURPOSE: FINDING YOUR MARKETING MODEL (12:20 – 1:00pm ET)
A career brand strategist, Colin Mitchell led Global Planning for Ogilvy for many years and then serving SVP, Global Marketing for McDonald's, overseeing all brand activity. In this session, Colin will argue that it is no longer enough for a brand to have a purpose, it must now also have a clear "Marketing Model" - a view of how the brand communicates and behaves that informs everything it does. He will draw on his own experience and that of leading brands.

Speaker:
Colin Mitchell, Co-Founder - Pltfrmr