Brand Management

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)

I. PENGUIN RANDOM HOUSE: REACHING LATINX READERS THROUGH #CUENTOSUNIDOS (10:00- 10:45AM)

To celebrate Latinx Heritage Month and reach new audiences, Penguin Random House launched #CuentosUnidos (United Stories), a campaign around uplifting Latinx voices and giving back to the community. Haley Larson and Daniela Ayuso will share how this campaign engaged Latinx readers across multiple channels while inviting conversation and increasing brand awareness.

Speakers:
Haley Larson, Marketing Manager, Consumer Marketing - PENGUIN RANDOM HOUSE
Daniela Ayuso, Content Marketing Coordinator - PENGUIN RANDOM HOUSE

II. BRAND STORYTELLING (10:45-11:30AM)
Hear how Sabra is using storytelling tools and techniques to craft messages about the brand.

Speaker:
Ryan Saghir, Director, Integrated Marketing - Sabra Dipping Company

III. BRAND VALUE MEASUREMENT - OPPORTUNITIES & CHALLENGES (11:30 –12:15PM)
Brand value is broadly defined as the economic/financial value of a brand in monetary terms comprising both tangible and goodwill calculations. Brand value can be an ROI measurement and help establish the value of marketing to the business. A recent survey to CMOs of ANA member companies provides a benchmark of how brand value is being used as well as the opportunities and challenges of such measurement.

Speakers:
Bill Duggan, Group Executive Vice President, ANA
Tony Pace, President/CEO, MASB

LUNCH (12:15 –1:15PM)

IV. FROM BLACKROCK TO THE WNBA – HOW TO BRING BRAND STRATEGY TO LIFE IN CULTURE (1:15-2:00PM)
How do you bring the theory of brand strategy into the everyday life of your
organization and society at large? What are the key ingredients to ensure cultural
relevance? And how do you know when you succeeded? Hear from Alain Sylvain,
founder & CEO of Sylvain Labs, as he shares the stories of the WNBA and BlackRock,
why these distinct brands set out to create real change, how they did it, and the long
term effects their brand strategies continue to stimulate today.

Speaker:
Alain Sylvain, Founder & CEO, Sylvain Labs

V. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
This is your time! Engage your fellow committee members in open discussion around evolving issues and current challenges in effective brand marketing. Please come prepared to share!

Facilitator:
Claudine Waite, Director, Content Marketing – ANA