Sample Program - 2009 Program to be posted in Jan 2009 :
8:15 – 8:30
Day 1 Kick Off
Setting the Stage: Brave New World
Mitch Duckler, Partner, Prophet (Conference Chair)
8:30am – 9:15am
Key Note: Larry Light, Chairman and CEO, Arcature LLC (Former CMO McDonalds)
Sustainable Trust
Brand Power depends on brand credibility. A brand is a promise. When trust declines, the customer-perceived value of the promise also declines. Unfortunately some of marketing’s own practices have contributed to this loss of credibility. In today’s skeptical, challenging, over-informed world, how can brands regain and build credibility? What is the role of brand trust in building brand relationships and consumer-decision making?
9:20am – 10:05am
Scott Williams, Executive Vice President and Chief Marketing Officer, Morgan’s Hotel Group
Execute the Obvious
Customers tell the best and most authentic stories, especially when we watch them. Customer observation allows us to study our own behavior as well as the whole consumer experience – what is unsaid, what is un-realized, what is important, what they connect with and what we can change as a result. In this session, learn how Morgan’s Hotel Group leverages that customer observation to learn what customers want (or don’t want), and how they then give it to them.
10:05am – 10:30am
Break
10:30am – 11:15am
Ellen Ryan, Vice President Research, Scripps Networks
Past, Present, Future… Zoom In Zoom Out
Ellen Ryan, Vice President Research, Scripps Networks
Zoom in and Zoom Out: a fresh look at consumer segmentation and positioning that encompasses the ever-widening landscape of content delivery options. In this session Ellen explains how for HGTV, it's no longer about understanding where consumers place the brand among TV competitors, it's also about where it fits among all home and garden content...a broader perspective, a bigger landscape, a more complex set of consumer expectations.
11:20am – 12:05am
Brave New World
Mitch Duckler, Associate Partner, Prophet
12:05am – 1:20pm
Lunch
1:20pm – 2:05pm
Nancy Giordano, Brand Futurist, Purple Telescope
The Conscious Economy
No matter how you measure it, the Conscious Economy is large and growing faster everyday. Just as consumers are paying more attention to the “big picture”, it’s critical for us to take a closer look at the different segments of the conscious economy, gather insight in the emerging stats and trends, learn the drivers behind this important market shift, and most importantly, understand the expectations consumers, employees and investors will have of companies of all sizes in the future.
2:10pm – 2:55pm
Al Saltiel, International Truck/Navistar
New School Thinking in an Old School Industry
The origins of Navistar trace back to 1831; and the company's gloried past has been a source of enduring pride and inspiration. But given the rapid pace of change that characterizes this brave new world we all live in, how should old-school businesses be thinking about their future brand possibilities? Al will speak to the marketing revitalization strategies he created at Navistar for the International Truck and Engine brand; strategies to ensure his 177-year old enterprise remains relevant and competitively advantaged for today and tomorrow.
2:55pm – 3:20pm
Break
3:20pm – 4:05pm
Jim Lecinski, Director Central Region, Google
Connecting Brand Assets with Consumers in the New World
How can you build and grow successful brands in today's evolved, ever-changing environment of always-on, in-control, wired consumers who have an over-abundance of choice in every product category? Jim will share Google’s thinking on the brave new world of marketing and discuss how marketers can make all of a brand’s “assets” relevant, differentiated, and accessible to consumers all the time.
4:10pm – 4:30pm
Day 1 Wrap Up
4:30pm – 5:15pm
Speaker Q&A Panel or Round Tables
5:30pm – 7:00pm
Networking Reception
Wednesday, May 21st, 2008
8:15am – 8:30am
Day 2 Kick Off
8:30am – 9:15am
Ulrich Wohn, CEO, Tag Heuer
Leveraging Heritage Branding in the Brave New World
Luxury marketers have a heightened obligation to be relevant to their consumer base. As lifestyles and aspirational standards evolve, the dynamics of bringing new customers into the fold whilst not alienating a brand's traditional, existing base becomes increasingly complex. Short-term gains can often be in conflict with mid- to long-term goals, so managing this paradox can be daunting. Mr. Wohn will discuss how successful heritage brands like TAG Heuer develop strategies to strengthen existing relationships while simultaneously evolving the consumer conversation to contemporize brand relevancy.
9:20am – 10:05am
Suzanne McCarron , Global Communications Manager, ExxonMobil
Corporate Social Responsibility - Role within a Company’s Operations
Corporate Social Responsibility (CSR) entails organizations recognizing their responsibility to engage with customers, employees, shareholders and communities, as well as recognizing the impact of their performance in areas such as safety and environmental performance. In her presentation, Suzanne McCarron will discuss how ExxonMobil works to deliver energy globally and how CSR considerations are woven into the fabric of the company's operations. Additionally, she will discuss how ExxonMobil communicates its CSR performance through a range of communication vehicles.
10:05 – 10:30
Break
10:30am – 11:15am
Robert Malvin, Senior Manager – Enterprise Research and Analytics, Best Buy
Best Buy's Journey to Optimize Marketing (The Math, The Cultural, The Actions and The Results)
Learn how Best Buy leverages large amounts of data and statistical techniques to measure the ROI of marketing levers as diverse as advertising, loyalty program and promotional pricing. Get a look into benefits of a deep dive into key customer segments and key product categories as they continue to embrace a customer centric business model. Best Buy will also share how they gained support across functional areas to drive statistical math based decisions delivering measurable growth in revenue and profitability.
11:20am – 12:05am
Tim Murphy, Vice President, Brand Management, Absolut Spirits
ABSOLUT: Past, Present & Future
As markets, categories and consumer preferences change with increasing rapidity; iconic brands face a dilemma - change with the times or be left behind. Tim will explain how ABSOLUT Vodka has evolved its strategy and communication to stay relevant in the 21st century, while holding firm to the essence of the brand. He will illustrate how ABSOLUT’s evolution began with its core positioning and spread through the entire brand down to its marketing tactics.”
12:05pm – 1:20pm
Lunch
1:20pm – 2:05pm
Adam Stotsky, Executive Vice President Branding and Marketing, NBC Universal SciFi
Navigating through the Brave New World of Media
1998, John Malone predicted a world were we would have 500 media channels at our fingertips. This prediction has proven to be a gross understatement. Ten years hence we now live in a 5million channel universe (at least) when one considers all of the possible means through which marketers can connect with their audiences. A distinguished panel of media and marketing executive will discuss this explosion of channel options and how successful brands can cut through, connect and prosper.
2:10pm – 2:55pm
Eric Nelsen, Senior Partner Customer Experience, Oliver Wyman
Living the Brand: Daily Execution of the Desired Customer Experience
Customers today have literally hundreds of transparent choices to meet their needs. In that environment, those selling products or services must learn to differentiate the experience the customer goes through to acquire what they offer. Sounds easy enough, so why do so few companies succeed? Complexity (and the resulting failure) often does not come in design but rather execution. Think about the multiple customer touch-points each experience holds, hundreds or even thousands of locations, thousands of employees many (making fairly low wages), and a set of ever so slowly increasing customer expectations. With that in mind it becomes easier to see how a brand and its offer can get a bad rap through just a smattering of poor experiences. We will discuss how to take a well designed offer and ensure that it gets executed as planned across locations, employees, and customers.
2:55pm – 3:20pm
Break
3:20pm - 4:05pm
Peggy Ang, Vice President of Marketing, Samsung
Technology, Strategy and Endless Possibilities
Being a marketer today is more exciting and challenging than ever before. As a technology leader, Samsung passionately embraces the new and unknown to create future possibilities that can transform consumer experiences, lifestyles, and even personal destinies. Peggy will speak to how Samsung uses their brand strategy to actively inform, shape, and deliver the innovation that is central to their business mission.
4:10pm – 5:00pm
Conference Wrap Up (Conference Chair) and Speaker/Topic Roundtables or Panel Q&A
5:00pm
Conference Adjourns