Brand Management

when

Start: Friday, December 11, 2020 at 11:00am

End: Friday, December 11, 2020 at 1:00pm

WHERE

Via Webinar (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Attend via Teleconference Client-Side Tier $0 Platinum Tier N/A Gold Tier N/A Silver Tier N/A Individual N/A Nonmember N/A
Will Not Attend Client-Side Tier $0 Platinum Tier N/A Gold Tier N/A Silver Tier N/A Individual N/A Nonmember N/A


I. WELCOME (11:00 – 11:10am ET)

II. MEMBER ROUNDTABLE DISCUSSION (11:10 – 11:40am ET)
We'll break into multiple virtual small groups for these discussions. Engage your fellow committee members in open discussion around evolving issues and current challenges in effective brand management. Come prepared to share!

Something specific you'd like to discuss? Submit in advance to gwright@ana.net and we will use your suggestions to guide the conversation. We're also looking for moderators to help lead the discussion for each group.

III. INNOVATE OR DIE: THE CHOICES LEGACY BRANDS MUST MAKE (11:40am – 12:15pm ET)
Suitcases, eyeglasses, razors, mattresses. While these products aren't new to the market, an explosion of direct-to-consumer entrants have brought disruption to these categories and the legacy brands within them. So why would a 150-year-old brand jump into the clutter and make a new play for market share? Simmons (Serta Simmons Bedding LLC) threw out the rule book and blew up its brand across every level – including product design, pricing, packaging, retail channels, brand identity, and advertising – to re-launch its oldest mattress brand on the newest social platforms to the youngest purchasers. The reimagined Simmons is an experiment in legacy brand innovation, and survival. Learn how radical creativity is the right path forward for legacy brands.

Speakers:
Andrew Long, Head of Marketing - Simmons
Joanne McKinney, CEO - Burns Group

IV. Break (12:15 – 12:25pm ET)

V. 55+: THE UNSEEN OPPORTUNITY (12:25 – 1:00pm ET)
For decades, marketers have pursued younger consumers, while ignoring their older counterparts. The reality is that today's 55+ consumer controls 41 percent of consumer spending and is the fastest growing age segment in the U.S. Their tremendous economic power, coupled with shifts in consumer loyalty, makes it clear that they can no longer be ignored. Join us as we unveil proprietary performance analytics assessing the impact of TV advertising on purchasing behavior across age cohorts.

Speakers:
Tara Lantieri, Sr. Director - A+E Networks Strategic Insights
Marcela Tabares, SVP - A+E Networks Strategic Insights

Webinar information, if available, will be provided to registrants only.