Brand Management

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)

I. PELOTON DISRUPTING THE FITNESS INDUSTRY (10:00-11:00AM)
In this session, Ryan Dillon-Curran, Director of Brand Marketing will share how Peloton the popular,
high-tech fitness company built its brand and created a passionate and loyal member base.

Speaker:
Ryan Dillon-Curran, Director of Brand Marketing - Peloton

II. FROM B2B2B2B2C TO B2C: DEVELOPING A FIRST-EVER CONSUMER BRAND AND ADVERTISING CAMPAIGN (11:15AM-12:15PM)
After 138 years in business, Securian Financial launched a new brand and first-ever national consumer advertising campaign in 2018. While quietly competing for years against financial services giants with household names, Securian's leaders knew the industry and marketplace were changing and that lack of brand recognition posed a threat. The company prioritized investing in brand: building a new consumer-facing brand platform and identity system, developing brand ambassador and employee engagement programs, launching an industry-differentiated campaign, "Every Moment Counts" and placing advertisements for traditional and digital media. Results have exceeded expectations with campaign KPIs beating benchmarks by up to 8X. Importantly, the new brand gained high praise from stakeholders for employee engagement and sales growth. In this session, Joe Lutz, Brand Manager will share how they turned what has been a competitive disadvantage into a differentiator.

Speaker:
Joe Lutz, Brand Manager – Securian Financial

LUNCH (12:15–1:15PM)

III. UNDERSTANDING THE MARKETING FUNNEL (1:15-2:00PM)
Roger Adams, Brand Management Committee chair, and former CMO at USAA and The Home Depot will discuss the usages and best practices of the Marketing Funnel. Although a basic concept of Marketing, it is sometimes neglected by Marketing managers, and misunderstood by C-Suite executives.

Speaker:
Roger Adams, Brand Management Committee chair

IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
This is your time! Engage your fellow committee members in open discussion around evolving issues and current challenges in effective brand marketing. Topics might include talent, emerging platforms, measurement, managing multiple partners, data integration, and more. Please come prepared to share! Something specific you'd like to discuss? Feel free to submit in advance to cwaite@ana.net and we will use your suggestions to guide the conversation.

Facilitators:
Roger Adams, Former CMO – USAA and ANA Brand Management Committee Chair