Brand Experience Committee Meeting
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Related Content
This event is virtual only and no in-person option is available.
Announcements & Introductions (11:00 - 11:10 a.m.)
Session I: From Courts to Culture: Crafting the NBA Fan Experience (11:10 - 11:45 a.m.)
This presentation will explore how the NBA maintains strong brand stewardship across a growing number of global touchpoints while delivering seamless, fan-first experiences. It will highlight how the league stays agile and solution-oriented in response to evolving formats, partnerships, and fan needs. Finally, it will outline how the NBA continues to look ahead, elevating the Finals, innovating with initiatives like the NBA Cup, and shaping compelling storylines that keep fans engaged.
Speaker:
Jheryl Wilson, Director of Brand Strategy, NBA
Session II: The Power of Story: Branding, Creators, and Bestseller Success (11:45 a.m. - 12:20 p.m.) (Download the Presentation)
This presentation explores how a modern bestseller campaign comes to life through unique branding strategy and the power of influencer communities. It highlights how authentic creator partnerships and a clear, compelling identity can build buzz, connect with readers, and drive a book to widespread success.
Speaker:
Milena Brown, VP & Deputy Publisher of One World, Penguin Random House
Break (12:20 - 12:25 p.m.)
Session IIl: Building a Brand You Can Feel: The FourLeaf Rebrand Story is a Big Deal (12:25 - 1:00 p.m.)
Chris Koulouris, SVP of Marketing & Strategy at FourLeaf Federal Credit Union, will share how FourLeaf is rethinking brand experience to drive deeper member engagement and long-term growth. The session will explore how aligning purpose, member experience, and communications can create more meaningful, differentiated brand interactions, with a focus on bringing a campaign platform to life across every touchpoint.
Speaker:
Chris Koulouris, SVP of Marketing & Strategy, FourLeaf Federal Credit Union
Speaker Bios:
Jheryl Wilson
Jheryl Wilson is the Director of Brand Strategy at the NBA, where he leads the brand approach across marketing and creative developments. Early in his career, he played a key role in shaping the NBA’s early social content strategy and also, drove go-to market strategies for consumer sports partnerships during his time at Verizon. A former collegiate athlete, Jheryl played basketball at NJIT (c/o 2011), after developing under renowned coach Dan Hurley at St. Benedict’s Prep in Newark, New Jersey, where he was born.
Milena Brown
Milena Brown is the VP and Director of Marketing at the Random House Group, which encompasses the Random House flagship imprint, One World, Dial Press, Hogarth, and Modern Library. Milena has spearheaded award-winning and bestselling campaigns for critically acclaimed titles such as JAMES by Percival Everett, LESSONS IN CHEMISTRY by Bonnie Garmus, and THE FROZEN RIVER by Ariel Lawhon, each of which has sold over a million copies. Her strategic vision and innovative ideas have also contributed to successful marketing campaigns for notable authors including Colson Whitehead, Hanya Yanagihara, Stacey Abrams, Fredrik Backman, Dan Brown, Alice Walker, and Kevin Kwan.
