2014 ANA Brand Masters Conference presented by Mashable

Branding in a Digital World

What does it take for brands to cut through the clutter? How do brands truly engage with and win loyalty from consumers in the digital age?  ANA’s Marketing2020 partner EffectiveBrands will share key learnings from the Marketing2020 study, and review a framework for assessing, building, and embedding winning brand characteristics. Come prepared to be challenged and leave with practical guidelines that every brand can apply.

Moderator: Nick Primola

SVP, School of Marketing ANA

ENTERTAINMENT – DANNY GOKEY

BMG Recording Artist, Danny Gokey, got his start as a Top 3 finalist on the eighth season of "American Idol." His first album, “My Best Days,” debuted at No. 4 on Billboard’s Top 200 album chart. Danny’s soulful sound and versatility fits a wide range of musical genres, including pop, gospel, country and more. His book, “Hope in Front of Me,” was released in October 2013. The book shares Danny’s personal story of love, loss, and the powerful role hope plays in overcoming even the most tragic events. A single with the same title was just released in February with a full album scheduled to drop late Spring. Danny is also the Founder of a nonprofit organization called Sophia’s Heart, with branches in Milwaukee, Nashville and Sacramento. The organization’s goal is to provide hope and help to homeless families, as well as operating a thriving inner city Music & Arts program.  Danny has 142k followers on Twitter and his official Facebook page has 280k likes. In addition, Danny understands branding – the Danny Gokey Eyewear Connection has been available since March 2012.  

Speaking to the Consumer in B2B Marketing

B2B Marketing used to be simple: living up to its nickname of “Boring to Boring,” it was formulaic and, full of product facts and proof points. We were forgetting that B2B buyers are people first. Reaching through to the “consumer” in your target business audience may be the best way to influence behavior. Cardlytics, the pioneer in card-linked marketing, will share its recent experiences deploying B2C strategies to educate its B2B audience on the benefits of card-linked marketing, and then open the discussion to learn from the B2B marketers in the audience during this eye-opening breakfast session.

Kasey Byrne

Chief Marketing Officer Cardlytics

Welcome/Opening Remarks

Seth Rogin

Chief Revenue Officer Mashable

Taco Bell: Ad Age Marketer of the Year

Taco Bell, named 2013 Ad Age Marketer of the Year, has proved to be a change agent with its approach to new product innovation, millennial-targeted marketing, and social media. Taco Bell has also created unprecedented engagement across its digital and social channels, in ways that are authentic, relevant, and real-time. Discover what Taco Bell learned along its journey, and how cross-functional teams are able to be agile by using a smart and nimble approach to increase sales and, loyalty and drive ongoing conversations that matter.

Chris Brandt

Chief Marketing Officer Taco Bell

Chobani: From Category Disrupter to Market Leader

What does it take to wake up a sleepy category? For the yogurt aisle, it was a vision and commitment to do things better. Six-year-old Chobani was started with a clear vision: to craft a delicious, nutritious product which used only natural ingredients and was accessible to everyone. Now, Peter McGuinness, chief marketing and brand officer for the No. 1-selling Greek yogurt brand, is building a marketing infrastructure to maintain the brand's leadership position. Join him to hear how Chobani challenged the status quo, catalyzed a food craze, and surpassed $1 billion in its quick rise to success — and what's next for the market leader.

Peter McGuinness

Chief Marketing and Brand Officer Chobani

The Hostess Story

After liquidating in late 2012, Hostess was left for dead. Five months later, new ownership wanted to resurrect the iconic maker of Twinkies. But this nostalgic brand, popular only among older moms, needed to reach a younger audience to survive. So it made a play in major markets to generate buzz, and used social media to turn that buzz into national awareness. When stores sold out of product within 48 hours of launch, it wasn't just a comeback. It was the sweetest comeback in the history of ever.

Rich Seban

President and Chief Operating Officer Hostess Brands, LLC

Hello Products: A Friendly David-versus-Goliath Story

Hello is a brand of “seriously friendly” oral care products, including toothpastes, mouthwashes, and breath sprays, that launched in April 2013. This tiny company (fewer than 10 people!) has gotten its products on some of the largest retailer shelves in the U.S. in record time, and is leading a valiant charge against titans such as P&G, Colgate, and J&J. Founder and CEO Craig Dubitsky is obsessed with design, and has a history of advising, investing in, and creating transformational consumer brands such as Method and eos. The Hello story — which includes meaningful disruption in media and merchandising — is inspirational and will leave you with the confidence to take on the world.

Craig Dubitsky

Founder and CEO Hello Products LLC

Mizuno USA: Straight from the Heart Marketing

In this age of head-spinning change, we are tempted to look at individuals as just “likes” or as “decimal points that add up to big data.” Mizuno, winner of the Most Effective Brand in North America in 2013 according to the Effie Index, takes a different approach, and relies on authenticity to spread pure love of sports and drive brand fans.  Mizuno USA will share the inside story of how Mizuno, as a challenger brand, blends best-in-class marketing principles and organizational values to thrive in a highly competitive market.

Ahmet Abaci

Vice President, Brand Marketing Mizuno USA

What's Next in Digital and Technology

Christina Warren, Mashable’s senior technology analyst, is an expert in digital culture and has been featured on many national programs including CNN, Bloomberg, NPR, and WSJ Radio. At Mashable, Ms. Warren writes about technology, mobile computing, development, and design with a focus on the intersection between new media and technology. During her keynote, Warren will discuss 2014 trends, what’s next in digital and technology, and what that means for brands.

Christina Warren

Senior Technology Analyst Mashable

Citi Bike: The Currency of Brand Generosity

Since its May launch, Citi Bike has far exceeded all expectations. Riders have pedaled over seven million miles, burning 280 million calories along the way. Citi Bike's estimated mileage equates to more than 880 trips around the world, or going to the moon and back 15 times. With its launch, Citi Bike, operated by NYC Bike Share, has helped residents and visitors unlock the city. It also aligned the Citi brand with a highly useful and beneficial service. Find out from Citi what made the Citi Bike launch so successful and how giving back to consumers in a meaningful way translates to stronger brand engagement and results.

Elyssa Gray

Director, Head of Creative and Media, NA Marketing Citigroup, Inc.

Samsung: "The Next Big Thing is Already Here"

Samsung had a great product, but no one saw their brand as an industry-leading innovator.  However, Samsung managed to turn things around and establish its Samsung Galaxy product line as the alpha Android brand.  Todd Pendleton, chief marketing officer at, Samsung Telecommunications America, will share how his team transformed Samsung Mobile through the Effie Award-winning case study “The Next Big Thing is Already Here.” Mr. Pendleton will also reveal a “behind the scenes” look at the road to Samsung Mobile’s success.

Todd Pendleton

Chief Marketing Officer Samsung Telecommunications America

How to Come Back Swinging "The Honda Way"

Honda has been one of the most trusted automotive brands for the last 50 years, but found itself clobbered with a one-two punch in 2011. First, a devastating earthquake and tsunami in north eastern Japan affected the global supply chain and shut down production. Then a scuffle with a noted consumer publication over one of its core models gained national attention.

Honda seized the opportunity to rethink its communications strategies to spark positive word-of-mouth. This included a restructuring of its internal marketing function and revamping its external agency relationships. Focusing on the next 50 years, its new model places emphasis on innovative marketing strategies. Hear Honda’s “turn-on-a-dime” success story and learn how it reflects the automaker’s determination to create something new — and then immediately set about making it better.

Mike Accavitti

Senior Vice President, Automobile Operations American Honda Motor Company

Rules for operating within the new collaborative economy

Ninety percent of people want brands to share, yet only 10 percent of people think brands do it well. So what are brands doing wrong? Brandshare, Edelman’s largest-ever consumer marketing study, explores the evolving relationship between people and brands and uncovers the business value of a shared brand through the lens of six key dimensions. Jen Cohan, global chair of Consumer Marketing at Edelman, will present the findings of this study and discuss why sharing matters for brands today.

Jennifer Cohan

Global Chair, Consumer Marketing Edelman

Hillshire Brands: The $4 Billion Startup

In June 2012, Sara Lee Corp. spun off its international coffee business and then changed its name to The Hillshire Brands Company to better reflect its new set of focused food offerings. Being a new company with brands that had decades of history is a unique proposition. President of Hillshire’s retail business, Andy Callahan will share how the company leverages the assets of brands such as Jimmy Dean, Ball Park, and Hillshire Farm while also focusing on innovation and building a new corporate culture.

Andy Callahan

President, Retail Hillshire Brands Company

Dunkin' Brands: Driving Brand Innovation

With more than 17,000 points of distribution in nearly 60 countries worldwide, Dunkin' Brands Group, Inc. is one of the world's leading franchisors of quick-service restaurants, serving hot and cold coffee and baked goods, as well as hard-serve ice cream. Discover how Dunkin' Brands leverages consumer insights to foster product innovation and develop a 360-degree approach through a unique combination of brand promise, advertising, menu, in-store environment, mobile, and social media strategies.

Chris Fuqua

Vice President, Brand Marketing Dunkin' Donuts

AutoNation: Rebranding a Large Organization Filled with "Armchair CMOs"

Very few marketers have the opportunity to start with a clean slate in brand-building. More often, we seek to drive awareness, consideration, and trial for an existing brand, making relatively gradual changes to positioning as we drive business objectives. But what if a larger shift is in order? This presents great opportunity, but also major risks to marketers. AutoNation, Inc. will share its experiences — both positive and negative — in rebranding a large organization chock-full of armchair CMOs.

Greg Revelle

Senior Vice President and Chief Marketing Officer AutoNation, Inc.

An Inside Look at Millennials

Millennials are the largest living generation and the most coveted consumer group since the Baby Boom. They are early adopters of technology and heavy users of online, social, and mobile media. Therefore, it is critical for marketers to learn how to connect with this important group. This session will feature a line-up of recent recipients of the ANA Rising Marketing Star Award. These individuals are young marketing professionals who were nominated by senior executives at their companies as role models for the industry’s younger workforce. This panel will offer real-world advice and examples of effective ways to engage with the elusive millennial audience as a consumer and an employee.

Courtney Buckley

Associate Marketing Manager Allstate Insurance Company