Innovation Day @ John Hancock (Members Only Conference)

THE LEGACY OF JOHN HANCOCK: OUR BRAND

For more than 30 years the John Hancock brand has captured the truth in what's important to consumers and advisors, including the issues they struggle with, their anxieties, their goals, and the values they believe in.  John Hancock strives for their brand to be viewed as one that understands customers. John Hancock continues to drive their position as a leader in the financial services marketplace, offering both protection and wealth products.  However, in an increasingly competitive environment, more than ever, John Hancock is focused on empathy, understanding, and trust.  John Hancock will discuss how they build on their brand legacy, the changing competitive landscape and how they approach innovation in their media mix, all while staying true to the company’s overall mission and values.  

Jim Bacharach

VP, Brand, Marketing & Creative Services John Hancock

BENJAMIN MOORE’S INNOVATIVE APPROACH TO CONTENT

Staying true to their namesake's 130+ year-old vision, Benjamin Moore & Co. is committed to producing the highest quality paints and finishes in the industry. But marketing to their disparate target markets (contractors to homeowners, as well as designers and architects) can be a multi-channel challenge. In this session, Benjamin Moore will share insights on their innovative approach to content.  You will also hear about two recent campaigns that were dependent on the creation of a variety of content to successfully engage the targets and drive business.

David Melancon

Executive Vice President & Chief Marketing Officer Benjamin Moore & Company

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 innovation and 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

MARKETING INNOVATIONS THAT MADE THE JFK PRESIDENTIAL LIBRARY DIGITALLY FAMOUS

The John F. Kennedy Presidential Library and Museum in Boston is dedicated ‘to the memory of our nation’s 35^th president and all those who through the art of politics see a new and better world.’  In this session you’ll hear from former JFK Library Foundation Executive Director Tom McNaught and the Kennedy Presidential Library's 20-year marketing partner, John Adams, chairman of The Martin Agency, about their efforts that have won global awards and recognition -- including an Emmy last year -- and increased museum admission and online visitation along the way. From continually re-curating digital content to extending the legacy of John F. Kennedy to new audiences through the power of online and social media story building, innovation is the cornerstone of this compelling case.

Tom McNaught

Former Executive Director John F. Kennedy Library Foundation

BRANDS THAT LEAD

Drawing on the success of his book, Can’t Buy Me Like, marketing CEO and advertising veteran Doug Levy cuts to the chase. There are seven fundamental characteristics of leading brands, and these same seven traits are mirrored in the world’s finest leaders.  These leading brands constantly push the boundaries of innovation, striving to develop stronger, more authentic connections.  In this session, Doug will share the seven traits needed to become a breakthrough, authentic and innovative brand.

Doug Levy

Founder and Chief Executive Officer MEplusYOU and co-author of Can't Buy Me Like