Brand Building

Greg Wright

Vice President, Content Marketing ANA

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

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

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.

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

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

Greg Wright

Vice President, Content Marketing ANA