Brand Growth @Hewlett-Packard Company: HP Enterprise Services (Members Only Conference)

This event is over.

The goal of this session is to explore ways to define, frame, and share an effective brand story — marketing’s universal priority. More specifically, we will discuss and examine how to tell compelling brand stories that engage both the market and employees and how best to go about communicating your brand story.

We envision a successful brand transformation, moving from “corporate” to “human” speak. However, in a fragmented world, there remains the challenge to create campaigns, advertising, and marketing materials that collaborate across multiple touch points and moments of truth to deliver one powerful, compelling customer experience. Given that words and pictures are marketing currency, how can we better use them to accomplish this objective?

Agenda

TIME	EVENT DETAILS	LOCATION
Wednesday, September 24, 2014
8:15am - 9:00am	Breakfast
9:00am - 12:15pm	POST CEREAL ORGANIC BRAND GROWTH Post, maker of cereal brands Honey Bunches of Oats, Grape Nuts, Shredded Wheat, and Pebbles, has adopted a focused and multi-pronged rejuvenation plan, and it¹s working. Market share is up two points to date. The company is using its rich history to turn around its brand portfolio and to engage employees. We’ll take a deep dive and hear how this 100-year-old brand stays relevant in today¹s crazy world. Jim Holbrook President Post Holdings, Inc.
	TAKING A BRAND STORY FROM GOOD TO GREAT Given all the opportunities available to brands, one of the biggest challenges facing marketers is to create real meaning in the eyes of the consumer. The risk, in many cases, is that brand managers go after new shiny objects and techniques and measure them by standards unimportant to consumers. Paul Chibe, former U.S. CMO of Anheuser Busch LLC will share examples from his career regarding how he and his teams countered that temptation by setting storylines, by deciding what was important, and by adopting a longer-term brand view. Paul challenged his teams to avoid just going after clever ideas but instead focus on communication strategies that would lead to bigger opportunities. He will share why a brand story is more than random content, especially in a world replete with content. What really counts is content that systematically and insightfully builds your brand long term. Paul Chibe Former U.S. Chief Marketing Officer Anheuser-Busch, Inbev
	ELEVATING B2B STORIES VIA VISUALS, WORDS AND EVEN LYRICS With half or more of YouTube searches now of a B2B nature, B2B marketers are becoming more adept than consumer marketers at using words, visuals, and even original music to tell attention-getting, emotion-laden, compelling brand stories. Gary will discuss several case histories that demonstrate the visual and often musical storytelling work he and his team undertook for GE, Case Construction Equipment, Jones Lang LaSalle, Cintas, Google, and LinkedIn, which increased customer awareness, intent to purchase, and sales. Gary L. Slack Chairman and Chief Experience Officer Slack and Company, LLC
	AT&T STADIUM FAN EXPERIENCE Greg Skasko Corporate Sponsorships Director AT&T Inc.
12:15pm - 11:00am	Lunch
1:00pm - 3:00pm	General Session Cont.
	WHERE IS MARKETING AND BRANDING GOING FOR 2015 AND BEYOND In the current digital economy, what is a brand? How are the Internet and branding affecting each other? To succeed today, brands must mobilize their communities, inside and out. They must engage in “brand Darwinism” and be sure to adapt first. In this session, Prophet Chief Digital Officer Chan Suh and Chief Talent Officer Kevin O’Donnell will predict where the marketing and branding industries are headed in this consumer-empowered, 100-percent transparent digital age. Chan Suh Senior Partner and Chief Digital Officer Prophet Kevin O'Donnell Senior Partner and Chief Talent Officer Prophet
1:00pm - 2:15pm	BUILDING YOUR BRAND ON PURPOSE It is more important than ever to have an authentic purpose at the heart of a brand. The most iconic brands are built around a simple and meaningful shared ideal. An ideal that unites and energizes the organization to consistently deliver a customer experience that fulfills the brand promise. This session is designed to be an engaging conversation of key principles behind purpose-driven brands coupled with simple strategies for implementation in any company. Doug Willmarth Founder CMO Source
2:15pm - 3:00pm	Tour HP Services Experience Center The pace of change in the use of technology, personally or at work, continues to accelerate at a breathtaking pace. Our expectations of IT are driving major change. It is more than just wanting it now; it's about seeing what's next. To stay ahead of the curve, enterprises must move beyond basic technology and bring together major drivers like cloud, big data, mobility, and security in convergent ways that are relevant and useful. Located at the HP Enterprise Services headquarters in Plano, Texas, The Experience is a one-stop facility that combines collaboration rooms and capability demonstrations into a unique interactive journey that aids in understanding how to use the powerful tools and best-in-class processes to stay agile, anytime and anywhere.