Brand Management

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:15AM)

I. A MODEL FOR LONG TERM GROWTH: THE 51/49 FRAMEWORK (10:15 – 11:00AM)
In any marketing organization, balancing the efforts between talking about the brand vs. product are often difficult, but critical to long term success. The 51/49 framework, paired with a clear internal communication plan, can differentiate a B2B brands in the long term.

Speaker:
Alex Cavalieri, Head of Marketing – CION

II. 250 DIRECT BRANDS TO WATCH (11:00 – 11:45AM)

In February the IAB released its second annual “IAB 250 Direct Brands to Watch” report identifying the top direct-to-consumer brands that are disrupting their industries and driving positive change in the U.S. consumer economy. In this session, IAB’s President and COO will provide a deep dive into the report’s findings including emerging trends in marketing, advertising and data usage as well as ways traditional brands can leverage new techniques to drive growth.

Speaker:
Patrick Dolan, President & Chief Operating Officer– Interactive Advertising Bureau

LUNCH (11:45AM – 12:45PM)

III. INTERACTIVE SESSION: DEFINING PURPOSE FOR TODAY’S ORGANIZATIONS (12:45 – 1:35PM)
The power of purpose, and its potential impact on the bottom line. Most companies are looking to embrace big, sustainable ideas that demonstrate responsible brand practices and marketing at its best. Brands are striving to deeply connect with their customers’ passions and values. When these goals are balanced, they produce the twin results of business growth and “doing good.

Facilitator:
Roger Adams, ANA Brand Management Committee Chair & Former CMO – USAA

IV. CONNING & DARWIN: A STORY OF BRAND EVOLUTION (1:35 – 2:20PM)
Seven years ago, a 100 year old Hartford-based brand named Conning that focused on one narrow audience with one message began a journey to expand its brand promise to new audiences, geographies and product areas. In this session, Myra Lee of Conning shares the story of how the brand took on the challenge to re-position itself internally and externally in order to survive (and thrive!) in a changing marketplace. “It is not the strongest or the most intelligent who will survive but those who can best manage change” --Charles Darwin.

Speaker:
Myra Lee, Managing Director, Marketing & Communications – Conning

CLOSING REMARKS & KEY TAKEAWAYS (2:20 – 2:30PM)

We’ll wrap up discussing the days content and actionable takeaways you can bring back to the office. Plus, we’ll cover hot topics, locations, and speakers of interest as we begin planning for 2020 Brand Management Committee Meetings and Brand Masters Conference in March.

Facilitator:
Roger Adams, ANA Brand Management Committee Chair & Former CMO – USAA