Brand Building Conference @ Anheuser-Busch Presented by Deloitte Digital

FROM FAST TO FIRST

Over the past 2 years, Anheuser-Busch has transformed their Innovation approach.  Coming from a slow follower with an incumbent mindset and a low share of innovation, A-B has embraced a mindset of putting people-first and delivering with speed and agility, helping to reestablish innovation leadership within beer.  Now in order to step change results again and deliver on A-Bs ambition to Lead Future Growth, they’ll need to move beyond Fast to also being First.

Jake Kirsch

Vice President, Innovation Anheuser-Busch

THINKING SMALL ISN’T SMALL AT ALL

After 20 years of aggressive price promotion and inconsistent messaging, one-time market leader Pearle Vision found itself struggling in the highly competitive optical retail landscape. Competitive pressure exacerbated an already pressing need to move away from aggressive discounting and identify a pathway forward for the brand, not only to drive market share growth but, as franchise-driven brand, to accelerate growth of their North American footprint. This session will explore the journey that led Pearle Vision back to prominence and the role a small emotional insight played in its resurgence as one North America’s premier franchise and health care services brands.

Doug Zarkin

Vice President and Chief Marketing Officer Pearle Vision - Luxottica

DRIVING BRAND LOVE IN A WORLD OF BRAND PURPOSE

In today’s noisy market where consumers and customers have instant access to nearly everything, quality products and services are no longer enough to differentiate your company from the direct and indirect competition. In this session, you learn about creating brand preference and competitive advantage.  Hear why today’s time-pressed modern consumer leans toward brands whose values align with their own and gain step-by-step actions for building a strong purpose that resonates throughout an organization and beyond.

Jeff Fromm

Partner Barkley and 4X Author

CUISINART: LEVERAGING ANALYTICS TO BUILD BRAND LOVE

As consumer behavior continues to evolve, companies that leverage data and insights to understand consumer preferences will be the most successful.  This session will explore a case study and related strategies in which the sophisticated use of analytics has led to dramatic improvements in consumer connections.  Attendees will hear from Mary Rodgers of Cuisinart on how technology is impacting the role of the CMO and how to succeed in a decentralized organization.  They will also hear how analytics are driving strategy, making smarter choices possible and impacting efficiency, assisting in content development, showing us the path to purchase, and shaping all aspects of digital

Mary Rodgers

Director, Marketing Communications Cuisinart

IT DOESN'T HAVE TO BE SO HARD

Generating authentic engagement often feels like either capturing lightning in a bottle - something done by sheer luck, or like an expensive data & process-driven machine - one which has yet to prove it can beat a great creative idea. Join Heat as they prove there is another way.  Their head of strategy will talk about their tried and true approach to rapid insight development and engagement planning - and show case studies that bring it to life.

Maggie Gross

Head of Strategy, New York Heat + Deloitte Digital

SCALING YOUR BRAND IN A COMPETITIVE WORLD

In today's world, customers have infinite choice between the legacy brands that started product categories to the DTC disrupting them. As a result of this overwhelming amount of choice, brands must find ways to attract customers and scale their business. In this session, Mark Wynohradnyk, Brand Director  at Gravity Products - the maker of the Gravity Weighted Blanket – will share how they scaled their business and won customers through the 3 P's (product, purpose, and partners),

Mark Wynohradnyk

Brand Director Gravity Products