Brand Management
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INTRODUCTIONS (11:00 AM – 11:15 AM EST)
John Paquin, Director of the Brand Management Committee, ANA
ROUNDTABLE DISCUSSION (11:15AM – 11:35AM)
I. The Circle of Intention (11:35AM – 12:15PM)
The current marketing landscape is so saturated that it’s hard to break through the noise.
"Old school" methods of brand building are outdated, expensive, and time-consuming.
The Circles of Intention builds brands from the inside out - all the way from the core values to the marketing, and everything else in-between.
Speaker:
Jay Mandel, Your Brand Coach - Marketer, Brand Coach, Consultant, Professor & Entrepreneur
II. The Values-Motivated Consumer: Building Brands By Separating Myth From Reality (12:15PM – 12:55PM)
No matter where you look, there is a survey that says consumers are ready to take dramatic action based on their social values. Yet, when you examine how people actually behave, their reactions are far more muted. Do social values matter? What is the size of the prize? How should brands think about continued relevance as social norms shift? This session separates myth from reality and grounds the discussion in our research and analysis of today’s “values-motivated” customers and the evolving nature of tomorrow’s consumers.
Speaker: Dipanjan Chatterjee, Vice President and Principal Analyst, Forrester Research
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