Brand Management Committee, West Coast Chapter

The Brand Management, West Coast Chapter Committee is for members who have a brand management role at their organizations. We will drive industry thought leadership, share best practices and expertise, and facilitate discussion and topics to inform better decision making. The committee will provide a forum for members to elevate themselves and their respective organizations via interaction with their peers as well as an outside perspective from invited guests.

This committee helps program the ANA Brand Masters Conference, which next occurs August 2-4, 2021, in San Diego. Presentations and recaps are available from the 2020 Brand Masters Conference.

Committee Chair:
TBD

ANA staff managing the Brand Management, West Coast Chapter Committee is Paul Robinson. 

Discussion Topics:

• Brand strategy and development
• Assessing brand architecture
• Measurement (e.g. ROI, brand lift, brand awareness)
• Brand storytelling
• Reinventing, revamping, or repositioning brands
• What makes great creative
• Understanding the consumer perspective: Reconciling your brand history with your brand vision
• Working with your agency: From brand strategy through creative briefs to final execution
• Leveraging "newer" media platforms to build brands (e.g.: VR, AR, AI)

Leadership Initiatives

Brands Working With Startups
ANA conducted research, "Brands Working With Startups," in conjunction with the CTA (Consumer Technology Association). The purpose was to explore marketers' perceptions, attitudes and behaviors toward engaging the startup community in the marketing and advertising space. Specifically it examines how brands work with startups, approaches to using startups, activities associated with startups, pros and cons of using startups, experience with startups and expectations with startups.