Brand Management

I. WELCOME (11:00 – 11:10am ET)

II. MEMBER ROUNDTABLE DISCUSSION: BRAND PURPOSE (11:10 – 11:40am ET)
Many consumers have an increased emphasis on a brand's purpose before they buy. Not long ago, the ANA launched the Center for Brand Purpose, an excellent source for education, guidance, and leadership on purposeful marketing. Ken Beaulieu, ANA EVP Marketing and Communications, will join us to share more about brand purpose and introduce the new Brand Purpose Committee.

Afterwards, we'll break into multiple virtual small groups for continued discussion on brand purpose and other topics on your mind. Engage your fellow committee members in open discussion around evolving issues and current challenges in effective brand management. Come prepared to share!

III. INNOVATE OR DIE: THE CHOICES LEGACY BRANDS MUST MAKE (11:40am – 12:15pm ET)
Suitcases, eyeglasses, razors, mattresses. While these products aren't new to the market, an explosion of direct-to-consumer entrants have brought disruption to these categories and the legacy brands within them. So why would a 150-year-old brand jump into the clutter and make a new play for market share? Simmons (Serta Simmons Bedding LLC) threw out the rule book and blew up its brand across every level – including product design, pricing, packaging, retail channels, brand identity, and advertising – to re-launch its oldest mattress brand on the newest social platforms to the youngest purchasers. The reimagined Simmons is an experiment in legacy brand innovation, and survival. Learn how radical creativity is the right path forward for legacy brands.

Speakers:
Andrew Long, Head of Marketing - Simmons
Joanne McKinney, CEO - Burns Group

IV. Break (12:15 – 12:25pm ET)

V. 55+: THE UNSEEN OPPORTUNITY (12:25 – 1:00pm ET)
For decades, marketers have pursued younger consumers, while ignoring their older counterparts. The reality is that today's 55+ consumer controls 41 percent of consumer spending and is the fastest growing age segment in the U.S. Their tremendous economic power, coupled with shifts in consumer loyalty, makes it clear that they can no longer be ignored. Join us as we unveil proprietary performance analytics assessing the impact of TV advertising on purchasing behavior across age cohorts.

Speakers:
Tara Lantieri, Sr. Director - A+E Networks Strategic Insights
Marcela Tabares, SVP - A+E Networks Strategic Insights
Aliza Wechsler, Director, Digital Research - A+E Networks Strategic Insights