Brand Strategy Committee Meeting

This event is virtual only and no in-person option is available.

Announcements & Introductions (11:00 - 11:10 a.m.)

Member Discussion: Who really won the Super Bowl? (11:10 - 11:45 a.m.)
By the time this meeting occurs, we'll know which football team won the Super Bowl. This session will consider a different question: which brand won the Super Bowl? Tara Caiazza, VP of Brand at the ANA will lead a discussion about the highs, lows, and whoas from advertising's biggest event through the lens of brand strategy. Come prepared to discuss and debate the best and worst of the commercial breaks, social posts, and more.

Moderator:
Tara Caiazza, VP, Brand, ANA

Emplify Health: Building a Brand with Empathy (11:45 a.m. - 12:20 p.m.) (Download the Presentation)
Two of the Midwest’s largest healthcare systems came together to form a new brand: Emplify Health. A name, a system, and a mission built around the belief that empathy (not just clinical excellence) would define the future of their care.

But trust in healthcare isn’t easily transferred. Patients rely on names they know. And in a current healthcare climate of widespread provider burnout, increasingly impersonal care, and institutional distrust, the launch of a new system demanded more than a new name and logo. It had to be felt deeper. This launch wasn’t just about combining organizations. It was about creating a brand that could carry forward deep community relationships while signaling something distinctly new.

Emplify’s ambition was to put empathy at the center of its promise to patients and providers. But in a category where every system makes that claim, doing so credibly and memorably would require a radically different approach.

Speakers:
Alison Fiebig Vasquez, Vice President Strategy, Brand, Marketing and Communications, Emplify Health
Todd Stone, SVP, Executive Creative Director, Cramer-Krasselt
Kelly Vogt, SVP, Group Account Director, Cramer-Krasslet

Break (12:20 - 12:25 p.m.)

Building ALDI Fandom: How ALDI Connects with Customers Online (12:25 - 1:00 p.m.) (Download the Presentation)
Director of Marketing at ALDI, Katherine Sodeika, shares how the ALDI social media strategy mirrors the in-store experience - delivering quality that surprises and delights. ALDI moves fast on social, joining viral conversations, sharing relatable content, and keeping customers engaged with a brand they want both in their feeds and in their fridges.

With a refreshed brand look and ambitious growth plans on the horizon, social media is a key way ALDI meets customers where they are - connecting authentically and building a loyal community. From poking fun at overpriced strawberries to celebrating Super Fans in the ALDI Quarter Club, the social approach is bold, fun, and centered on what shoppers care about.

Hear how the ALDI social media channels have driven double-digit follower growth on Instagram and TikTok, and fueled a passionate fandom, delivering real business impact - helping boost store visits and amplify major company moments. Get insights on how speed, authenticity, and a unique brand voice keeps ALDI ahead in the social space while staying true to their core promise of quality and value.

Speaker:
Katherine Sodeika, Director of Marketing, ALDI

Speaker Bios

Alison Fiebig
Alison is Vice President of Strategy, Brand, Marketing, and Communications at Emplify Health, where she leads transformative brand initiatives following the Bellin Health and Gundersen Health System merger. Recognized for her human-centered leadership and community impact, Alison co-founded The Monthlies Project and has been honored as a 40 Under 40 leader. She thrives on energizing teams, telling meaningful stories, and driving change that matters. Alison’s passion for purpose and progress is at the heart of everything she does.

Todd Stone
Todd is Executive Creative Director at Cramer-Krasselt, where creativity meets commerce for brands like Cintas, Kroger and Johnsonville Sausage . His work has earned recognition from the One Show, Communication Arts, and the Clios, reflecting his passion for pushing creative boundaries. Outside the office, Todd enjoys culinary adventures, restoring oak savannahs, and playing piano. He brings the same curiosity and energy to his personal pursuits as he does to his creative leadership.

Kelly Vogt
Kelly brings over 20 years of strategic account leadership to C-K, guiding brands such as Rain-X, TIKI Brand, and the Paper and Packaging Board. She is known for building strong teams, uncovering big brand opportunities, and letting her love of numbers shine in every spreadsheet. When not working, Kelly is traveling, hiking, racing, or learning something new. Her drive for discovery and growth fuels both her professional and personal life.

Katherine Sodeika
Katherine is a motivated marketing leader with nearly a decade of experience at ALDI, spanning operations, digital transformation, product management, and brand marketing. She currently serves as Marketing Director, where she leads ALDI’s brand strategy, creative development, organic social media, and creator marketing. Katherine brings a unique cross-functional lens to brand-building, blending strategic vision with deep executional experience. She is passionate about creating brand experiences that resonate—internally and externally—through collaboration, creativity, and data-driven insight.