Agenda

7:00am - 8:15am

Day 1 – Wednesday, October 17^th

Breakfast

8:15am - 8:30am

Introduction and Opening Remarks

8:30am - 9:20am

Tell the Truth: Honesty Is Your Most Powerful Marketing Tool

Jonathan Salem Baskin
Author of “Tell The Truth: Honesty Is Your Most Powerful Marketing Tool” and “Branding Only Works on Cattle”; Regular columnist for Advertising Age

Today’s consumers and customers aren’t looking for conversations with brands as much as about them, and what they take away from them is far more important than the creative ways marketers deliver them.  People seek the truth about the products and services they buy, as well as the businesses behind them.

Contributing to that understanding is how brands build trust, sales, and loyalty, thereby making telling the truth the only viable and sustainable source of long-term competitive advantage.  Jonathan Salem Baskin’s in-depth research proves that truthful brands are more profitable and successful, making truth-telling the strategic and creative challenge of the 21^st century.

It’s easier said than done, however.  Is your brand telling the truth?

9:20am - 10:10am

The Art of Choosing:  How Understanding the Psychology of Choice Can Improve Marketing Effectiveness and Efficiency

Sheena Iyengar
Author of “The Art of Choosing”; World-renowned expert on the subject of choice and Professor at Columbia Business School

In a free-market economy, the obvious hypothesis regarding choice is “the more the better.”  However, according to Sheena Iyengar’s research, this could not be further from the truth.  In fact, Iyengar has discovered that there is a very complex relationship between choice and freedom, and one doesn’t always go with the other.

If you have walked down a cold medicine or toothpaste aisle in the supermarket or tried to choose your phone/tv/internet bundles recently, it will probably not surprise you to learn that too much choice can actually overwhelm us, leading to unpleasant experiences and buyer’s remorse – regardless of what choice we make!

Choice is a very complicated process and many different forces, visible and invisible, shape all choices – both mundane and momentus.  Are you providing the optimal choices that enable your customers or consumers to make the right decisions – both for themselves and for your brands?

10:10am - 10:30am

Break

10:30am - 11:20am

Habit-Based Marketing:  Unlocking the Unconscious World of Brands and Behavior

Dr. Neale Martin
Author of “Habit: The 95% of Behavior Marketers Ignore”; Working at the crossroads of Marketing, Neuroscience, and Cognitive Psychology; CEO of Sublime Behavior Marketing

Customers lead double lives.  In one life, they are quite reasonable, making careful purchase decisions based on balanced reasoning and perception of value.  In the other, they operate on autopilot, thoughtlessly grabbing the same brands over and over without a moment of conscious thought.  To date, marketing theory and practice have focused primarily on the conscious customer.  There is now, however, overwhelming evidence that indicates that most customer behavior actually stems from the customer controlled by the unconscious.

It turns out that the conscious and unconscious minds rely on brands to automate behavior and simplify life.  Through neuroscience and psychology, a radically new understanding of customer behavior has emerged that offers tremendous opportunities to marketers.

At Brand ManageCamp 2010, Dr. Martin gave us the prelude – explaining the science behind the unconscious mind and building the case for why it is so important for marketers to understand it.  At BMC2012, he will take this subject to the next level, showing us that marketers must become obsessed with a particular form of unconscious customer behavior – habitual behavior. 

Specifically, there are three area marketers must master.  They must understand how to help customers develop new habits (i.e. those that lead to adoption of new products or services), how to disrupt old habits (i.e. those that lead to consumption of competitive products and services), and how to maintain existing habits (i.e. ensure your current customers keep buying what you are selling!).  This goes far beyond traditional marketing’s focus on the conscious-level goals of awareness, interest, attitude, and customer satisfaction.

11:20am - 12:10pm

TouchPoints: Creating Powerful Leadership Connections in the Smallest of Moments

Douglas Conant
Former President, CEO of Campbell Soup Company; Best-selling author of “Touchpoints: Creating Powerful Leadership Connections in the Smallest of Moments”

During Doug Conant’s decade of leadership at The Campbell Soup Company, employee engagement went from being among the worst in the Fortune 500 to being consistently among the best.  The organization was recognized for four years running by the Gallup organization’s “Great Workplace Award.”  And they received the 2010 Catalyst Award for helping women advance their careers.

Conant attributes much of his success as a leader to something he calls “TouchPoint Mastery.”  While others chalk up the daily interruptions leaders face in nearly epidemic proportions as distractions from their ‘real work’ of strategizing, planning, and prioritizing, Conant learned to embrace them as the moments where the greatest leadership opportunities lie.  The TouchPoints became the ‘real work.’  In this inspiring session, he will teach us how.

12:10pm - 1:30pm

Lunch

1:30pm - 2:20pm

Building a Winning Organizational Social Media Practice: No More Shiny Object Syndrome

Christopher Barger
Author of “The Social Media Strategist”; Former Director of Global Social Media at General Motors and Blogger-In-Chief at IBM; Senior Vice President of Global Programs, Voce Connect

Have you noticed that most ‘social media experts’ are entrepreneurs, small business owners, or agency leaders?  What do they all have in common?  In most cases, they operate in an environment of autonomy and ultimate decision power without the added concerns of pacifying Legal, Human Resources, Regulatory, or the myriad other decision makers and brand-stakeholders with whom you work on a daily basis (not to mention Shareholders!).   

The reality is that doing social media well becomes a whole lot more complicated once you are operating in a larger, more structured, corporate environment.  It turns out, there is a lot more to building an organizational social media practice than ‘engaging in the conversation,’ acquiring more Facebook fans, or being an early adopter of a hot new platform.  The truth is, if you haven’t prepared your organization internally for social media success, it won’t matter what you do externally. 

Luckily for us, Christopher Barger has led social media at some pretty big organizations (General Motors, IBM), has won some pretty neat awards, and has written a book on becoming a “Social Media Strategist.”  At Brand ManageCamp, he will show us how.

2:20pm - 3:10pm

Executing Imagination: Turning Creative Fire Into Real Results

Josh Linkner
Best-selling author of “Disciplined Dreaming: A Proven System to Drive Breakthrough Creativity”; Founder/Chairman of ePrize; CEO and Managing Partner of Detroit Venture Partners

Marketers often have an abundance of raw creativity, but lack a systematic process to harness it.  In an era where ideas only count when driving results, how do you focus your team’s imagination into practical outputs?

Last year, Josh Linkner taught us how to jump-start our creativity for business advantage.  At this year’s Brand ManageCamp, Josh will take it one step further – showing us how to maintain the creativity in our ideas all the way through to execution.

Like a game of telephone, the processes we have in place in our businesses can gradually strip our ideas and concepts down to their most basic, safe, generic stems.  What seemed so exciting and revolutionary when the idea was conceived in a creative flurry often ends up being almost unrecognizable (and considerably more boring) by the end.

In this fast-moving, fun, and interactive session, Linkner will help us make that leap from whiteboard to tangible results, all the while maintaining the creative integrity of the original ideas.

3:10pm - 3:30pm

Break

3:30pm - 4:20pm

Panel Discussion: The Keys To Enhancing Your Brands Through Sponsorship and Affinity Marketing

Moderator: 
Michael Hand, Author of "Perspectives in Marketing"; Vice President, Strategy - IMG Worldwide, Inc.

Panelists:
Michael Sprague, Vice President, Marketing & Communications, Kia Motors America
Karen Jones, CMO, NRG/Reliant Energy
Stuart Redsun, SVP Brand, Under Armour

In case you've missed it, sponsorship marketing has evolved well beyond tickets and signs!  Over the past 50 years, the sponsorship marketing industry has grown into a multi-billion dollar business, with North American marketers estimated to spend over $18 billion in 2012 according to IEG.  While the economic turmoil and market volatility continues to affect all marketing budgets, the future of sponsorship marketing has never been better with a wealth of new opportunities to build brands and revenues through an association with sport or entertainment.

However, the industry will have to continue to evolve and adapt itself as it seeks new ways to engage with customers.  This has become essential, born of the coincidence in timing of progressive media developments, from social to digital to mobile, and a change in public attitudes towards advertising and sponsorship.

This panel of some of the biggest players in sponsorship marketing in the world will examine the key issues facing this arena as well as the tools available to help negotiate the challenges.  They will discuss their brands and how each has utilized sponsorship marketing to generate positive brand awareness and gain market share.

4:20pm - 5:10pm

Running The Gauntlet: Essential Business Lessons to Lead, Drive Change, and Grow Profits

Jeffrey Hayzlett
Best-Selling author of “Running the Gauntlet: Essential Business Lessons to Lead, Drive Change, and Grow Profits” and “The Mirror Test: Is Your Business Really Breathing?”; Business Celebrity & Sometime Cowboy

Change you ATTITUDE.  Change your BUSINESS.  Change your FUTURE.  

That is the key message from bestselling author, global business celebrity, and sometime cowboy Jeffrey Hayzlett.

What’s stopping you from making the changes your business needs to thrive?  The most dangerous move in business is the failure to make a move at all.  The history of business is filled with companies that are no more because their leaders refused to enact change when the writing was on the wall.  Fear.  Apathy.  Lack of personal responsibility.  These simple human flaws can turn a good company into a dead company.

The writing on the wall has never been clearer that it is now – and marketing phenomenon Jeffrey Hayzlett is on a mission to make you see it, understand it, and heed it.  Today’s business environment is so competitive and volatile that you can’t afford to be satisfied with business as usual.  You must make changes now to compete in the future.

In this energizing session, Hayzlett will teach us how.

5:10pm - 7:00pm

Cocktail Reception - END OF DAY 1

(Return to top to check out Day 2)

7:00am - 8:15am

Day 2 - Thursday, October 18^th

Breakfast

8:15am - 8:30am

Welcome Back

8:30am - 9:20am

Eggs + Snowflakes: How Brand Marketing Is Being Redefined By Divergent Personas

Sarah DaVanzo
Director of Trends + Culture at The Kaplan Thaler Group; Chief Curiosity Officer at Culture Cartography

While everyone is talking “convergence”, trends show that the market is actually diverging.  Whether it is politics, media, design, retail, branding, content creation, social media, or technology, strong camps are developing on opposite sides of the spectra.  A “culture-creep of contrariety” is underway, and it is shaping the future of marketing and business.

The result: two distinctive personas have emerged that are transcending demographics, psychographics, life stages, and even Meyers-Briggs profiles.  Culture and Trends expert Sarah DaVanzo calls them “eggs” and “snowflakes”, sticky metaphors to help marketers design more effective communications.

DaVanzo’s premise is that all the people can be segmented into either “eggs” or “snowflakes.”  Further, people can bounce between “egg” and “snowflake” states-of-mind depending on their mood – turning the historical view of demographics and psychographics as fairly stable and rigid categorizations completely on its ear.  As a result, it is becoming just as important to understand a customer’s ‘mood’ as it is to understand their income, their family status, their geography, or their media habits. 

9:20am - 10:10am

Jugaad Innovation: A Powerful Growth Model For Complex Times

Navi Radjou
Co-Author of “Jugaad Innovation: Think Frugal, Be Flexible, Generate Breakthrough Growth” and “Smart to Wise”; Former Executive Director of the Centre for India & Global Business at Cambridge Judge Business School; Former VP at Forrester Research

Innovation is a key priority at companies worldwide.  However, the old formula that has sustained innovation for decades – expensive R&D projects and highly structured innovation processes – are ill-equipped for these challenging times.  In this respect, Navi Radjou believes that the West has much to learn from emerging markets like India, Brazil, and China where a new approach to frugal and flexible innovation has been embraced.

‘Jugaad’ is a Hindi word meaning an innovative fix; an improvised solution born from ingenuity and resourcefulness.  In this session, Navi will show us how jugaad is leading to dramatic growth and how Western companies can adopt jugaad innovation to succeed in our hypercompetitive world.

10:10am - 11:00am

The New PR Is Called Customer Service

Peter Shankman
Author of “Customer Service: New Rules for a Social Media World” and “Can We Do That?! Outrageous PR Stunts That Work – And Why Your Company Needs Them”

Whether a multi-billion dollar company or a small mom and pop business, the new marketing and public relations start with customer service.  In this new age of broadcasting, your job is to give the customer such an amazing experience, that they do your PR FOR you.  Best-selling author Peter Shankman will show us how.

11:00am - 11:30am

Break

11:30am - 12:20pm

Brand Harmony: The Next Generation of Integrated Marketing Communications

Steve Yastrow
Author of “Brand Harmony: Achieving Dynamic Results by Orchestrating Your Customer’s Total Experience” and “We: The Ideal Customer Relationship”

According to Steve Yastrow, what makes your customers fall in love with your company and its brands isn’t how frequently they are exposed to your messages or even how creative those messages are.  It is how all the messages and all the interactions they have with your brands blend together to tell one complete story, creating a strong sense of Brand Harmony for your customers.

To date, there has been much discussion about Integrated Marketing Communications.  The majority of this has focused on the need to be CONSISTENT with your messaging across touchpoints so that the messages become stronger and stickier.  Yastrow would argue that Brand Harmony is not about how CONSISTENT the messages are, it is about how all the different experiences COMPLEMENT each other to create Brand Harmony.  

Brand Harmony requires us, as marketers, to elevate the concept of integrated marketing to understand it is not something that YOU do, it is something YOUR CUSTOMERS do.  They constantly integrate all the interactions and experiences they have with your brand into one composite story in their minds.  It’s your job to ensure the cumulative effect of those interactions and experiences results in the harmonious brand messaging that will drive adoption and loyalty. 

Steve Yastrow will show you how.

12:20pm - 1:10pm

The Power of Purpose In Marketing: Creating Distinct Competitive Differentiation, Building Deep Connections, and Increasing Sales and Share 

Carol Cone
Global Vice-Chair of Edelman Business + Social Purpose; Considered the ‘Mother of Cause Marketing’

Edelman’s 2012 Trust Barometer, it’s 12^th annual look at global trust and credibility, presented some pretty sobering news.  Trust is a precious commodity and there is a sizable trust gap in business today.  But, how can we close that gap?

As Carol Cone, widely regarded as the ‘Mother of Cause Marketing’, will discuss, the 2012 Trust Barometer report finds that, of the 16 factors that shape trust, those factors that will most effectively build future trust are firmly centered around a company’s Purpose.  Human and societal elements, such as ‘listening to customer needs,’ ‘treating employees well,’  ‘works to protect/improve the environment,’ and ‘addresses society’s needs’ rank high on the list of the most important ways to build trust. 

While we are all familiar with Carol’s work in Cause Marketing, driving programs such as the Avon Breast Cancer Crusade, the American Heart Association’s Go Red for Women, and Reebok’s Human Rights program, she will show us at Brand ManageCamp how Purpose goes far beyond traditional Cause Marketing.  A company’s Purpose emanates from its core and is a strategy for profit and growth that is based on improving people’s lives.  And those brands positioning themselves to be the leaders of the future are quickly realizing that Purpose is just as important as any other element of marketing.

1:10pm - 1:20pm

Close