Brand Building

This event is over.

The future of brand marketing is authentic engagement on a personal level. Brand marketers need to take smart risks, have a deep knowledge of what the brand stands for, and listen to customers and employees. As marketers it is vital we pioneer new technologies, strategies, and channels, to capture both hearts and minds in today’s customer-driven, digital world.   

Join us for an inspiring and empowering day that will help marketing leaders understand effective methods to build (or rebuild) a brand, including the role brand purpose plays in today’s environment. This ANA Virtual Half-Day Conference will feature case studies from leading client-side marketers in a diverse array of industries sharing their brand-building strategies designed to create brand love and a lasting relationship with their audience. 

On the day of the event, presentation PDFs can be downloaded from this page, if you have any trouble accessing, please email registration@ana.net


Agenda

TIME EVENT DETAILS LOCATION
Monday, July 20, 2020
11:00am
- 11:05am
Opening Remarks

Greg Wright
Vice President, Content Marketing ANA
11:05am
- 11:40am

FINDING NEW WAYS TO ENGAGE YOUR BRAND

Learn from one of México’s oldest beer brand on how to connect authentically with consumers’ passion points to drive brand affinity and cultural relevance with Mexican American consumers. Victoria tapped into the most traditional Mexican holiday, Dia de los Muertos portraying the true meaning of the holiday via its most iconic and authentic symbol, La Catrina, who represents the duality of life and death. The integrated marketing plan surrounded our multicultural consumers, providing new ways to engage with the holiday with their favorite beer brand, Victoria.  

Kevin Enos
Director, Trade Marketing Constellation
Celia McCormack
Manager, Trade Marketing Constellation
View Video and Presentation
11:40am
- 12:15pm

THE PROGRESS INSTINCT

For brands in a recession, it’s a poignant time for purpose if we can activate the right instinct.

In this talk, Alain Sylvain, Founder & CEO of Sylvain Labs will argue that our ability to move things forward in times of crisis is dependent on activating the instincts that don’t come naturally during a crisis. He’ll unpack the energy and adrenaline that we must navigate, and the potential it brings if we can activate “The Progress Instinct” over “Fight or Flight”  an instinct that allows for longer-term thinking and planning. He’ll explore the roles of brands and companies of all sizes in shaping this seminal moment in business, and argue that it’s time to forget lofty words and embrace the true utility of brand purpose in the fundamental needs and wellbeing of people. Finally, he’ll identify the imperatives crucial to provoking The Progress Instinct amid a recession — and the techniques we need to get there with the upper-hand. 

Alain Sylvain
Founder & CEO Sylvain Labs
View Video and Presentation
12:15pm
- 12:40pm

BUILDING A MULTICULTURAL BRAND WITH PURPOSE

Walker & Company was founded in 2013 with the mission of making health and beauty simple for people of color. Its flagship brand, Bevel, is redefining the grooming landscape for black men by staying true to its purpose of giving them the high quality products that they deserve and showing them that they don't have to settle for less. In this session, learn how Walker & Company built a brand with purpose from the ground-up.

Tia Cummings
Vice President, Marketing Walker & Company Brands, Inc.
View Video and Presentation
12:40pm
- 1:15pm

KEEPING AMERICA RUNNING IS MORE THAN JUST A TAGLINE

In response to the COVID-19 crisis, Dunkin' and its franchisees leaned into their brand purpose, refilling optimism, to pivot and meet the emerging, urgent needs revealed across U.S. communities. The brand's roles as daily ritual for millions of people typically means great coffee fast, fun and delicious menu offerings, and loyalty perks that reward guests for coming back again and again. But right now, helping America fill up on optimism is a challenge Dunkin' has accepted and stepped up to keep America running even if it is a bit differently.

Drayton Martin
Vice President, Brand Stewardship Dunkin' Brands
View Video and Presentation
1:15pm
- 1:45pm

WOMEN ARE AMBITIOUS: HOW ONE BRAND CREATED A SOCIAL MOVEMENT

In this session, the Tory Burch Foundation’s Director of Marketing and Digital shares what their team has learned about building brand purpose authentically from the inside out – at scale. From the beginning having a nonprofit was always part of the fashion brand’s business plan, but today this holds an entirely new meaning.

Molly Heffernan
Director, Marketing & Digital Tory Burch Foundation
View Video and Presentation
1:45pm Closing Remarks

Greg Wright
Vice President, Content Marketing ANA
Event Ends


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.