Agenda

7:00am - 8:15am

Day 1 – Monday, September 16^th

Breakfast

8:15am - 8:30am

Introduction and Opening Remarks

8:30am - 9:20am

UnMarketing: Stop Marketing.
Start Engaging.

Scott Stratten
Author of “UnMarketing: Stop Marketing. Start Engaging” and “The Book of Business Awesome”; President of Un-Marketing

No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this were "marketing," then the world would probably prefer whatever is the opposite of that.

If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and in this energetic and engaging kick off to Brand ManageCamp 2013, the king of “Un”, Scott Stratten, will deliver us innovative ways out of the old "Push and Pray" rut. Instead, we will learn how to draw the right customers to us through listening and engagement, enabling us to build trust and position ourselves as their logical choice when they need us.

9:20am - 10:10am

The Accidental Creative: How to Be Brilliant at a Moment’s Notice

Todd Henry
Author of “The Accidental Creative: How To Be Brilliant at a Moment’s Notice” and Founder and CEO of Accidental Creative

Effectiveness in today’s marketplace depends on the ability to generate and execute on brilliant ideas consistently.  But creative insight can be an elusive beast.  And creativity is something you either have of your don’t, right?  WRONG!  As Todd Henry will show us, with a few purposeful practices (and some understanding of why creating can be so challenging) anyone can set themselves up for brilliance.

10:10am - 10:30am

Break

10:30am - 11:20am

Real Time Marketing & PR: How To Instantly Engage Your Market, Connect With Customers, and Create Products That Grow Your Business Now

David Meerman Scott
Author of  "Real-Time Marketing & PR," "The New Rules of Marketing & PR," "World Wide Rave," and “Newsjacking”

Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It's a real-time world now, and if you're not engaged then you're brand is on the way to marketplace irrelevance.  Real time means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience.  And it's when businesses see an opportunity and are the first to act on it.  In this eye-opening session, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era.

11:20am - 12:10pm

The Passion Conversation: How Brands Make Business Personal and Sustainable

Robbin Phillips
Courageous President of Brains on Fire and author of “Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements” and “The Passion Conversation”

The new world of marketing is about relationships. Unfortunately, many marketers don’t seem to know exactly what that means. For too long we have been trained to keep our customers at arms length, regarding them as a demographic, lines on a chart, pieces of a pie. The new world of marketing is much more personal. It’s not about technology platforms or social media doodads—it’s about real relationships with real people. 

And real people are driven by passion.  Passion explains why people talk, share, and connect.  Understanding passion provides actionable insights for how to foster the conversations real people have about our brands and businesses – it provides the key to forging relationships with customers and consumers. 

12:10pm - 1:30pm

Lunch

1:30pm - 2:20pm

The Chaos Imperative: How Chance and Disruption Increase Innovation, Effectiveness, and Success

Ori Brafman
Author of "The Chaos Imperative: How Chance and Disruption Increase Innovation, Effectiveness, and Success," “The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations,” and "Sway: The Irresistible Pull of Irrational Behavior" 

In a world that is constantly becoming more complex and chaotic, we as individuals and organizations have a tendency to cope through structure.  We plan every minute of every day.  We search for comfort in homogeneity – hiring and working with people just like us.  Unfortunately, history has time and time again proven that the biggest opportunities for creating, for innovating, for changing the paradigm, have all come from that which scares us the most – chaos.

For the past two years, Ori Brafman has worked with the US Army – an organization one would most associate with the search for structure and efficiency.  What they, and others, have learned is that even the best and most efficient organizations can benefit immensely from controlled chance and disruption.  In this enlightening session, Ori will show us how allowing a little unstructured space and disruption into planning and decision-making can provide significant increases in innovation, effectiveness and overall success.

2:20pm - 3:10pm

Contagious: Why Things Catch On

Jonah Berger
Author of “Contagious: Why Things Catch On” and the James G. Campbell Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania

What makes things popular?  If you said advertising, think again. People don’t listen to advertisements, they listen to their peers.  But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious?  And what makes content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions.  He’s studied why New York Times articles make the paper’s own Most E-Mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.  

3:10pm - 3:30pm

Break

3:30pm - 4:20pm

Grow The Core: How To Focus On Your Core Business For Brand Success

David Taylor
Author of "Grow the Core: How to Focus on your Core Business for Brand Success"

These days, the common belief across industry sectors is that the best way to grow business is to expand into new markets.  A risky endeavor that, while generating some high profile successes, more often ends in agonizing losses - both in the expansion AND in the original core business.  In reality, virtually all top-performing companies achieve superior results through the more profitable and less risky path of growing their existing position in their core business.  Up until now, though, there has been very little in the way of practical advice on how to do this.

In this session, David Taylor will show you how to focus on your core business for brand success - thereby generating growth by selling more of the stuff that made your business profitable in the first place, rather than the riskier route of stretching into new markets.

4:20pm - 5:10pm

The Story of Purpose: The Path To Creating A Brighter Brand, A Greater Company, And A Lasting Legacy

Joey Reiman
CEO of Brighthouse, Author of "The Story of Purpose: The Path to Creating a Brighter Brand, a Greater Company, and a Lasting Legacy"; named by Fast Company as one of the 100 people who will change the way the world thinks.

Some ideas are bigger than others, and the Master Idea - your company's purpose - is the biggest.  Whether addressing communication between leadership and associates, suppliers to manufacturers, sales force to customers, or brand to consumers, Joey Reiman's "Story of Purpose" details a proven methodology for businesses, small to large, to build a purpose-inspired organization that will positively impact employees, customers, and the bottom line.

In this illuminating session, Joey will reveal the process for uncovering what makes a company distinctive and will guide you to discover the fundamental force behind the organization that no competitor can replicate or replace.  He will move you from the 'who' and 'what' to the much more important 'WHY,' thereby helping move from points of difference to points of view, from being a brand to taking a stand, from creating contracts with our customers to creating covenants, and from focusing on the next quarter to thinking about our impact for the next quarter century.

5:10pm - 7:00pm

Cocktail Reception - END OF DAY 1

(Return to top to check out Day 2)

7:00am - 8:15am

Day 2 - Tuesday, September 17^th

Breakfast

8:15am - 8:30am

Welcome Back

8:30am - 9:20am

Innovation+Trends Unpacked: How Ubertrends Are Reshaping Our Future

Michael Tchong
Founder of ICONOCAST, MacWEEK, Trendscape, and Ubercool. Expert on spotting emerging trends

Marketers need to have a granular understanding of how the consumer culture is evolving.  And that requires fully understanding major trend waves that are rippling across the world in subtle and not-so-subtle ways.

The world is changing at warp speeds.  Massive "Ubertrends," like Time Compression, Digital Lifestyle, and Unwired are re-imagining our world.  What makes Ubertrends so special?  Unlike most trends, which merely skim the social surface, Ubertrends perceptibly change values in the business and consumer populations.

Tired of the mudane?  Want to be at the bleeding edge?  Need a fix that will have your head spinning with trend-based innovations?  You'll get all that and more in this fast-paced and entertaining session with Social Revolution Founder Michael Tchong, who will blow your mind with a host of creative market insights.

9:20am - 10:10am

Monster Loyalty: Lessons For Us All From Lady Gaga

Jackie Huba
Author of "Creating Customer Evangelists" and "Monster Loyalty: How Lady Gaga Turns Followers into Fanatics"

It’s not just crazy outfits, over-the-top performances, and catchy tunes that have made Lady Gaga one of the most successful pop stars of all time. Marketers have also been awed by her unconventional customer loyalty strategy. With 34 million Twitter followers and 55 million Facebook fans, she blows away her peers on social media. She has methodically built a grassroots base of what she calls her “Little Monsters”—passionate fans who look to her not just for music but also for joy and inspiration.

In this fun and meaty (pun intended) session, marketing expert Jackie Huba will unpack the method behind Lady Gaga’s success and isolate the seven strategies businesses can apply to drive Monster Loyalty in their own businesses.

10:10am - 11:00am

Fact-Based Branding in the Real World: How Research Informs Brand Strategy

Rolf Wulfsberg
Global Director, Quantitative Research for Siegel+Gale

David Srere
Co-President and CEO, Chief Strategy Officer for Siegel+Gale 

As marketers, one of the top challenges that we face today is demonstrating the return on investment associated with our marketing initiatives.  The problem is that much of what is being passed as research today is questionable at best and, at worst, sometimes completely false.  But how can we separate out the good research from the bad?

In this extremely timely and useful session, Rolf and David will indoctrinate us into Fact-Based Branding utilizing rigorous quantitative measurement and forecasting techniques to make it as simple as possible for CMOs and Brand Managers to both improve their marketing initiatives BEFORE they are implemented as well as measure their impact AFTER the fact.

11:00am - 11:30am

Break

11:30am - 12:20pm

Agile Commercialization: Techniques to Mitigate The Risks of Innovation

Peter Skarzynski
Author of "Innovation to the Core: A Blueprint for Transforming the Way Your Company Innovates" and Managing Partner and Founder of ITC Business Group 

The true risks of innovation are often misguided, misunderstood or exaggerated. For example, the potential for an economic downturn or currency fluctuation is one type of risk which cannot be “controlled” through innovation.  However, most other perceived risks of innovation can be mitigated through techniques of “agile commercialization.”

Innovators who bring new-to-the company - or industry - concepts to market are able to distinguish risk from uncertainty.  Uncertainty represents a knowledge gap – a lack of understanding – related to your new concept.  These can be managed intelligently.

Techniques of agile commercialization help you to reframe and mitigate “uncertainty” by focusing on the very specific unknowns of a given opportunity or concept. In this session you will learn principles and techniques to derisk your most promising but uncertain concepts through a “test-learn-apply” approach to commercialization. 

12:20pm - 1:10pm

Reason To Believe: The One Idea That Can Change Your Business Forever

Tom Asacker
Author of "The Business of Belief: How the World's Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs, and Other Leaders Get Us to Believe"

Two realities have redefined the nature of influence in today’s modern marketplace. First, our choices have increased exponentially (trite but true, think cable TV). Every new product, service, cause and idea must now work overtime to capture people’s attention.

The second, a fact lost on many, is that people have become very distrusting and easily distracted, making attention increasingly scarce and fleeting.

These conditions point to why today’s most forward-looking people and organizations are moving beyond attention. They’re giving people something unique: a compelling reason to believe. But . . . it's not what you think it is (e.g. evidence, facts, proof, et al.).

In this thought provoking, entertaining and information-packed end to Brand ManageCamp 2013, you’ll be given insightful and actionable answers to help navigate today’s new realities and create unwavering belief in your brand. It's a deep-dive immersive experience that will engage your brain and light a fire in you and your team. 

1:10pm - 1:20pm

Close