Committees | Events & Webinars | Brand Management | ANA

Brand Management

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**DUE TO SECURITY MEASURES AT WARNER BROS., ALL ATTENDEES MUST BE REGISTERED ON OR BEFORE 5:00PM PACIFIC THURSDAY, OCTOBER 27. AFTER 10/27 PLEASE EMAIL bromero@ana.net TO ATTEND VIA WEBINAR OR IF YOU HAVE ANY QUESTIONS**

NETWORKING BREAKFAST (9:00 – 9:45AM)

INTRODUCTIONS (9:45 – 10:00AM)


I. ALASKA AIRLINES: FROM LOCALLY LOVED TO NATIONALLY RELEVANT 
(10:00-11:00AM)
In January of this year, Alaska Airlines launched a brand refresh – the first significant update in more than 25 years. They wanted a brand identity that was fresh, modern, relevant, but also reflected who they are on the inside. Just a few short months later, Alaska announced the acquisition of Virgin America – another beloved West Coast airline. In this session, Shelley Williams, director of brand strategy and expression – Alaska Airlines will share the journey of refreshing this 80-year-old brand and lessons learned. She will also touch on the newest challenge of bringing together two very different brands as Alaska tackles integrating with Virgin America.

Speaker:
Shelley Williams
, Director, Brand Strategy & Expression – Alaska Airlines, Inc.


II. DOLE: SHARE THE SUNSHINE 
(11:15AM-12:15PM)
Dole Packaged Foods, a leader in growing, sourcing, distributing, and marketing fruit and vegetable healthy snacks recently embarked on a change to their marketing. Not a rebrand, but a refocus – creating the "Share the Sunshine" platform. Using content marketing and a refreshed website, they have been able to better communicate to their customers about the brand, their products and what they stand for – healthy, good for you snacks. In this session, Barbara Vass, senior director of marketing – Dole Packaged Foods will share the details behind this refresh, their lessons learned and the positive outcomes since launching earlier this year.

Speaker:
Barbara Vass
, Senior Director of Marketing – Dole Packaged Foods


LUNCH (12:15PM – 1:15PM)


III. CHANGING THE NONPROFIT NARRATIVE FROM FEAR TO HOPE 
(1:15-2:00PM)
In an effort to spur contributions with an immediate call to action, nonprofit marketers and advertisers often focus on statistics and stories that tap into our worst fears. While this type of sell may get donors to open their wallets once, it is often less effective in building long-term relationships. In this presentation, Donna Lee Ubertalli, vice president marketing and digital channels – City of Hope will present a case history of City of Hope's "Miracle of Science with Soul" marketing campaign, linking positive communication of the hospital's progress in cancer treatment to actual results – increased donations and support.

Speaker:
Donna Lee Ubertalli
, Vice President Marketing and Digital Channels – City of Hope


IV. MEMBER ROUNDTABLE DISCUSSION: BRAND HEALTH METRICS 
(2:00-2:30PM)
In this session we will explore how you measure your brand health and gather suggestions from committee members on what brand health metrics you think are most relevant to measure your brand health. Further, we will investigate if committee members would like to see the ANA take a deeper dive into how brands measure their health. We will also discuss major trends, topics, and current issues members are facing in brand management and which topics we should cover in more depth at future committee meetings.

Facilitator:
Greg Wright
, Director, Content Marketing – ANA


V. VIP STUDIO TOUR 
(2:45-5:00PM)
Warner Bros. Studio Tour Hollywood will bring you close to the entertainment you love. Experience a busy movie studio in L.A., explore backlots and view soundstages where TV shows and movies are made. You must register for the studio tour separately from the meeting. Space is limited to twelve seats and will be reserved on a first come, first serve basis. To reserve your space on the tour please email Crystal Albanese.