Brand Management, West Coast Chapter

This event is over.


NETWORKING BREAKFAST (9:30 – 10:30AM)
INTRODUCTIONS (10:30 – 10:45AM)

I. KING’S HAWAIIAN: CONNECTING WITH OUR CONSUMERS IN NEW & DIFFERENT WAYS TO DRIVE MEANINGFUL INNOVATION (10:45-11:15AM)
King’s Hawaiian is undertaking an exciting journey to launch new products that truly resonate with consumers and move the needle for the business. Kristine Co, Senior Brand Manager and Head of Innovation Strategy, will discuss how connecting with King’s Hawaiian consumers in innovative ways, like launching their own online research community, will be key to their success.  

Speaker:
Kristine Co, Senior Brand Manager, Head of Innovation Strategy - King's Hawaiian

II. HOT WHEELS: KEEPING A 50 YEAR OLD BRAND RELEVANT AND COOL WITH SOCIAL MEDIA CONTENT AND INFLUENCERS (11:15 – 12:00PM)
In 1968, Hot Wheels revolutionized play with the first toy cars that not only looked great but also performed better than anything else out in the market. 50 years and many generations later, the brand is bigger than ever. With continuously changing trends and consumer behaviors, and a fast evolving media environment, it's more challenging than ever for a heritage brand to remain relevant and top of mind. A unique approach to engaging and building partnerships with creators have driven significant growth for Hot Wheels on YouTube and made the brand cool among the cool kids. In this session, Mattel will share insights on this campaign.

Speaker:
Ricardo Briceno, Sr Marketing Director / Head of Brand Marketing, Hot Wheels - Mattel

LUNCH (12:00–1:00PM)

III. FACEBOOK AND INSTAGRAM WITHOUT LIKES IS NOT THE END OF THE WORLD (1:00–1:45PM)
Reinaldo Parreiras, Intel’s Global Social Media and Digital Marketing Manager, will discuss what the end of the likes means for brands - or why community management is the future of social media.

Speaker:
Reinaldo Parreiras, Global Social Media and Digital Marketing Manager – Intel

IV. MEMBER ROUNDTABLE DISCUSSION (1:45-2:30PM)
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