Brand Management

NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)


I. IBM: CMO STUDY (9:45-10:45am)
Confronted by the increasing influence of social media, the escalating demands of more empowered customers and the rapid pace of a more digitally-driven world, Chief Marketing Officers — and the teams they lead — are grappling with sweeping market forces that have the power to radically change the way they create and deliver value to their customers. IBM sought the perspectives of CMOs from around the world. IBM conducted more than 1,700 in-depth, face-to-face interviews with CMOs from companies of various sizes, across a wide range of industries and regions. Kevin Scully, Director, Brand Systems – IBM will present the findings from the 2011 Global Chief Marketing Officer Study and will show how these findings can help you gain a competitive advantage in the new marketing landscape.

Speaker:
Kevin Scully, Director, Brand Systems – IBM


II. NAVY 4 MOMS: SOCIAL BRANDING CASE STUDY (11:00-12:00pm)
In this session, Kathleen Donald, President & Managing Director – Campbell Ewald will present a case study on an interesting new social media platform for the U.S. Navy (Navy 4 Moms) that stretches beyond the view of social media for millennials.

Speaker:
Kathleen Donald, President & Managing Director – Campbell Ewald


III. AT&T BUILDS A SONIC IDENTITY PROGRAM  (12:30-1:00pm)
As technology becomes more human, the way companies communicate with consumers must also become more human. By researching the evolving relationship between people & technology, AT&T studied how to improve the customer experience through digital intimacy. As a result, AT&T has embarked on a two year strategic project to create and propagate a unique Sonic Identity program as a key pillar of brand expression. Join AT&T to learn about the program, how it helps make the brand's role more tangible in the marketplace, transforms its customer interactions, heightens engagement and makes technology interactions more intuitive.

Speakers:
Gregg Heard, Vice President, Brand Identity and Design – AT&T
Joel Beckerman, Founder – Man Made Music


IV. UNUMPROVIDENT CORPORATION: CHALLENGER BRANDS (1:15-2:15pm)
In this session, Peter Neiman, VP, Advertising – UnumProvident Corporation will share best practices on how smaller brands with limited budgets (like Unum and Colonial Life) compete against the industry giants (Aflac, Met Life, Prudential, AllState) with multi-million dollar budgets and more resources.

Speaker:
Peter Neiman, VP, Advertising – UnumProvident Corporation