Brand Value & Measurement Committee Meeting

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 Event Recaps

ANA BRAND VALUE & MEASUREMENT COMMITTEE MEETING
April 8, 2026 from 1:00PM ET – 2:30 PM ET (Virtual Only)

I. WELCOME & INTRODUCTIONS (1:00PM ET)

II. TURNING CULTURAL MOMENTS INTO MARKETING MOMENTUM – SONESTA INTERNATIONAL HOTELS AND ROLLING STONE MAGAZINE (1:00 - 1:30PM ET) (Download the Presentation)

As the lines between culture and commerce continue to blur, brands that harness the right moments can unlock exponential awareness and affinity. In this session, we’ll share how brands can strategically participate in cultural conversations to drive measurable impact — even with limited paid budgets.

Through real-world examples and data-driven results, we’ll explore how experiential activations and content partnerships can extend reach, enhance perception, and create value that lasts long after the event ends.

Speaker:
Elizabeth Harlow
Chief Brand Officer
Sonesta International Hotels


III. BRAND VALUE 101 (1:30 - 2:00PM ET) (Dowload the Presentation, Global 500 2026 report, and US 500 2026 report)

A guide for how leaders can measure and communicate their brand value to leadership as a key factor in driving business value. We will provide a guide to our methodology and explain how brand leaders can begin the process independently.

Key takeaways:

  • A practical understanding of how brand value is calculated.
  • Insights into key metrics used in valuation and how they apply to brands.
  • How leaders can think about ‘brand commercialization’.

Speaker:
Alfred DuPuy
Director of Valuation & Strategy
Brand Finance


IV. HOW DELTA AIR LINES QUANTIFIES BRAND VALUE (2:00 - 2:30PM ET)
This fireside chat will delve into Delta's work with Alembic to help prove the revenue impact of brand marketing. Join us to hear about the pilot program around Delta's Olympics partnership and what other levers the airline is pulling to answer the age-old question: how can marketers prove and quantify brand impact as a business driver? 

Speaker:
Katie Conrad
General Manager, Customer Performance, Insights, and Technology
Delta Air Lines

VI. CLOSING REMARKS (2:30PM ET)


SPEAKER BIOS:
Elizabeth Harlow

Elizabeth Harlow was appointed Chief Brand Officer for Sonesta International Hotels Corporation in May 2021. She specializes in building and defining the Sonesta brands, analyzing the loyalty program to articulate the value proposition and engagement strategy clearly, and optimizing the over-arching user experience throughout the customer journey.

With over two decades in brand strategy and marketing, Harlow has mastered the perfect juxtaposition of brand, service, and luxury while seamlessly driving financial results.

Alfred DuPuy

Alfred is a brand specialist with 15+ years’ experience working in and leading client engagements encompassing research (qualitative and quantitative), analytics, insights, strategy, architecture, valuation, modeling, and ROI across a wide variety of sectors, markets, and geographies. He has developed innovative techniques for clients’ most interesting brand challenges and has led diverse teams of researchers, strategists, designers, architects, and namers.

As Valuation & Strategy Director for Brand Finance North America, Alfred leads project teams, liaises with and develops key client and senior leadership relationships, supports new business development, and drives the team to extend Brand Finance’s extensive analytical abilities to deeper, more strategic insights that can help our clients accomplish their most pressing business goals.
 
In his career, Alfred has worked with clients across a variety of sectors including financial services, industrial, manufacturing, logistics, automotive, retail, hospitality, higher education, and not-for profit. One of his very first projects (leading a ground-breaking segmentation technique to support strategic development and an identity refresh) was for one of his very favorite boyhood brands, John Deere. He has appeared on media channels and news programs (especially during his time in Toronto) commenting on Brand Valuation and the importance of brand as an asset.
 
Katie Conrad

Katie Conrad is a marketing leader specializing in analytics, retail strategy, and customer behavior insights, with deep expertise translating complex data into strategies that drive revenue, loyalty, and customer growth. She has led enterprise marketing initiatives at one of the world's most recognized travel brands, connecting customer behavior to measurable commercial outcomes. Katie is known for bringing a customer-first lens to every business problem and turning insight into action.