We open the Brand Strategy Insider Summit from the top – exploring what a brand growth strategy looks like. How are marketers allocating for growth across marketing, ad and tech spend? How will they measure for success? And what can a new generation of DTC companies teach legacy brands about blending performance with brand building?
Aflac and its iconic duck are among the great brand building success stories of the 2000s. As Senior Vice President; Chief Brand and Communications Officer Catherine Hernandez-Blades will illustrate, behind this rise has been a firm grasp of Aflac’s own brand value and formulas around “Return on Reputation.” With high recognition and regard well established, Aflac is now preparing to deepen its association with health care innovation. How does a brand icon learn new tricks and help move a brand from familiarity to real purpose?
- Catherine Hernandez-Blades, Senior Vice President; Chief Brand and Communications Officer, Aflac
How are marketing strategists planning to grow their brand when a data and analytics culture seems obsessed with performance? Our panel of marketers share how their budgets, marketing and ad mix aim to grow the brand, not just make their numbers. How are they selling the idea internally, organizing their teams, and broadening their KPIs to measure for brand growth?
- Bryan Boettger, Principal and Lead Strategist, Estate Four @bboettger
- Matt Annerino, EVP Marketing & Analytics, Live Nation Entertainment @mattannerino
- Amy Bartle, Director, Integrated Media, La Quinta Inns & Suites @ajbartle
- Jeff Bartlett, Senior Marketing Manager, Avvo @jbartlett79
- Leah Chandler, CMO, Discover Puerto Rico
Fueled by performance advertising, an obsession with analytics, and scrappy identities, a new generation of direct-to-consumer (DTC) companies are seeing wild growth. What do legacy brands have to learn from this ability to build brand quickly and entirely from digital? Have they cracked the code for balancing branding ands performance, for building real relationships with customers? If so, fine? But does any of this scale?
On Day 2 we pop the hood on the tech stack and data driving a growth strategy. What are marketers bringing in-house, building themselves or outsourcing to partners and agencies? How is strategy rather than tech driving their first party data gathering and Customer Data Platforms? And what next-generation personalization will result?
- Michael Ridgewell, VP of CRM & Digital Marketing, Fandango
Marketers need to take the wheel of data and tech. But how are brands thinking strategically about assembling first party data in a unified way, perhaps building customer data platforms (CDPs) and making strategy drive the stack rather than the other way around?
Almost half of all brands say they have been bringing more of their marketing stack and media buying in-house. Hear how one brand did it and what others need to know before trying it for themselves.
Building A Data Strategy - Megan Harris, Managing Director, NA, SYZYGY
Personalization 2.0 - Angela Hsu, SVP, Marketing and eCommerce, Lamps Plus
Care and Feeding of the MarTech - Michael Chock, EVP, US, MiQ
Getting more direct connections with customers is the best way to cut through the clutter. Marketers share how they are engaging the social dimension, via influencers, content and platforms to create community around their brands.
- John Strom, SVP Marketing, Georgia-Pacific
As reach gets harder to assemble and buy via conventional media, the role of content and its distribution has moved to the center of many brands’ marketing strategies. We explore with very different brand categories how they are putting consumer education and content development at the heart of their brand identity. Likewise, as native and social channels expand, how are they leveraging paid and earned media to distribute their richer stories?
Managing the Influencer Channel
Content as a Strategy - Melanie Mitchell, Search Marketing and Content Marketing Leader