Brand Management, West Coast Chapter

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NETWORKING BREAKFAST (9:00 - 9:45AM)

INTRODUCTIONS (9:45 - 10:00AM)


I. INTEL: HOW TO BULD BRAND ADVOCACY WITHIN (10:00 - 11:00am)
Employee advocacy is critical. If your internal staff aren't brand advocates, it will undermine or stymie your external efforts. In this age where employees are saying they want to work for brands that reflect their values, this is critical. Learn how to build brand advocacy within from Reinaldo Parreiras, Global Social Media and Digital Marketing Manager at Intel.

Reinaldo Parreiras
Global Social Media and Digital Marketing Manager
Intel


II. REBRANDING STRATEGIES THAT WORK (11:00am - 12:00pm)
Successfully navigating through a rebranding can be a challenge for businesses. Hear how Personal Capital, an online financial advisor and personal wealth management company, underwent a full rebrand process and learn how they organized and rallied around it internally to broaden the initiative beyond marketing.

Jacqueline Quasney
Senior Director, Marketing
Personal Capital


LUNCH (12:00 1:00pm)


III. BRITA: ACTIVATING A PURPOSE-DRIVEN BRAND (1:00 - 2:00pm)
We all recognize the power of purpose and express our commitment to building purpose-driven brands, but what does it mean in reality? Learn more about Brita's journey to becoming a purpose-driven brand and the complexities of activating a powerful, ambitious brand purpose.

Yating Wong
Director of Marketing
The Clorox Company


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. 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.

Facilitator: Claudine Waite
Director, Content Marketing
ANA