Brand Management
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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. MOET-HENNESSEY STAYS TOP OF MIND (10:00-11:00AM)
For hundreds of years Moet & Chandon and Hennessey have been two of the top champagne and cognac brands in the world. In this session, Giles Woodyer, Brand Strategy – Moet-Hennessey, will share how they are able to keep these storied brands fresh, exciting and top of mind for consumers.
Speaker:
Giles Woodyer, Brand Strategy – Moet-Hennessey
II. GORILLA GLUE'S BRAND EVOLUTION (11:15AM – 12:15PM)
Join Gorilla Glue's vice president, brand marketing and learn about their brand transformation – from logo and brand voice to how they have created an iconic brand which now drives demand in the marketplace. In this session, Deb Kaylor, Vice President, Brand Marketing – The Gorilla Glue Company, will share their approach, how they have innovated, and how they execute their creative and media to help grow their brand.
Speaker:
Deb Kaylor, Vice President, Brand Marketing – The Gorilla Glue Company
LUNCH (12:15–1:15PM)
III. THE CONVERGENCE OF BRAND AND PERFORMANCE MARKETING (1:15-2:00PM)
Boxed.com is an online and mobile membership-free wholesale retailer that offers direct delivery of bulk-sized packages via the Boxed app or website. Founded in 2013, and recently raising over $100 million in funding, Boxed.com is the online answer to membership warehouse stores. But how did Boxed.com get so successful in only 5 years? By utilizing technology and data to disrupt a category. In this session, Elyse Burack, Director, Marketing – Boxed, will share how the evolution of technology, data science, marketing channel disruption and DTC brands is changing the approach to marketing and the traditional view of "brand" vs "performance."
Speaker:
Elyse Burack, Director, Marketing - Boxed
IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
Engage fellow committee members in open discussion around the tracking and measuring ROI.
Facilitators:
Roger Adams, Former CMO – USAA and ANA Brand Management Committee Chair
Claudine Waite, Director, Content Marketing – ANA