Insights from the Brand Strategy Committee

The Bay Club provided an overview of its web series Marissa Tries, which helped recoup business lost during COVID-19. The brand covered how the series was developed, how episodes were produced, and what the show’s communication strategy was.

At a March 2023 meeting of the ANA’s Brand Management Committee, Extended Stay America described its journey to a new brand positioning.

Folgers showcased a campaign designed to attract younger consumers to the coffee brand with a retooled version of the classic Joan Jett song “Bad Reputation,” among other tactics.

ANA Content Marketing Committee Co-Chairs John von Brachel of Novartis and David Brown of Knotch Inc. discussed trends in content, including how individuals with a media background can succeed in content marketing, how content teams can achieve brand differentiation, and how agencies fit into the content marketing ecosystem.

Ford shared how its partnership with Music Audience Exchange (MAX) is helping to solve the challenge of creating a consistent national brand message that ultimately converts brand awareness into leads, test drives, and sales.

Larry DeGaris, executive director, Medill Spiegel Research Center at Northwestern University, highlighted the powerful marketing synergies that sponsorships can deliver.

FullSurge explored what it means to be a purpose-driven brand and offered recommendations for defining and activating a brand’s purpose.

Robert Levy and Scott Boyer from BrandSpark International offered a framework for an effective brand trust strategy that considers a brand’s competitive context.

A&W’s Liz Bazner shared how her brand managed to stave off economic catastrophe by creating a new brand platform through which all marketing decisions would be made in a quest to win over multiple generations at the same time.

Ewelina Chylicka explained how ChapStick is living out its brand purpose — “to nourish positivity” — with two important partnerships.

Evan Bashoff, VP of marketing at Arcadia Consumer Healthcare, outlined how Arcadia has driven sizeable growth in its business and exponential returns for its investors through strategic acquisitions, repositioning iconic brands and leveraging new claims, packaging, advertising, and innovation.

Futurist Kim Bates explained how in the not-too-distant future, all companies will have to integrate the concept of “well-care” into their brand purposes.

Marketers from Pernod Ricard shared how they used the period of disruption caused by the pandemic to evaluate their approach to sponsorship and experiential activations.

Helzberg Diamonds is a 105-year-old diamond retailer owned by Berkshire Hathaway with a history of innovation and a remarkable brand story. But like many retailers, the brand lost its focus, relying on driving the business through promotions.

David Berkowitz, founder of Serial Marketer, shared recommendations on bringing people together around shared interests, ideas, and needs.

Carhartt discussed how it lives out its brand purpose.

The Independent Evaluation Group (IEG) examined recent data and trends related to sponsorships and how that marketing tactic has been affected by COVID-19.

Colin Mitchell of the agency Pltfrmr explained the importance of having a clear view of how one’s brand communicates and behaves.

The financial services utility DTCC described its various rebranding efforts.

Root Insurance discussed its partnership with NASCAR Driver Bubba Wallace and its support for his stand against the confederate flag.