Brand Management

BRANDS RESPONDING TO COVID-19

WELCOME (11:00 – 11:15 am)

I. KEEPING AMERICA RUNNING IS MORE THAN JUST A TAGLINE (11:15 – 11:45 am)
In response to the COVID-19 crisis, Dunkin' and its franchisees leaned into their brand purpose, refilling optimism, to pivot and meet the emerging, urgent needs revealed across U.S. communities. The brand's roles as daily ritual for millions of people typically means great coffee fast, fun and delicious menu offerings, and loyalty perks that reward guests for coming back again and again. But right now, helping America fill up on optimism is a challenge Dunkin' has accepted and stepped up to keep America running even if it is a bit differently.

Speaker:
Drayton Martin, Vice President, Brand Stewardship, Dunkin' Brands

II. REPUTATION, RELEVANCY AND RESPONSE: ADJUSTING TO ADVERTISING IN 2020 (11:50 am – 12:20 pm)
Lincoln Financial Group is committed to maintaining consumer awareness for what is expected to be an increased demand in insurance and financial services following the crisis. Angela will share how Lincoln has combated budget cuts and bold moves by big-name competitors to maintain awareness and protect corporate reputation in response to the COVID-19 crisis.

Speaker:
Angela Laubmeier Schema, Vice President of Advertising and Sponsorships, Lincoln Financial Group

III. CONNECTED BY MAKING: #MAKEITTOGETHER (12:25 – 12:55pm)
The KitchenAid brand believes in the merit of making. Making makes us feel happier. It's how we take care of ourselves and stay inspired. It's a comfort zone and a creative outlet and a way to stay connected through the love of making. If you have a kitchen, you have a world of possibility. KitchenAid created the #MakeItTogether campaign during this time at home to bring people together around the joy and comfort of making by providing cooking challenges, recipes, ideas, inspiration, and motivation.

Speaker:
Nikki Lockett, U.S. Marketing Leader, KitchenAid Small Appliances