Agenda

7:00am - 8:15am

Day One - Tuesday, Sept 21st

Breakfast

8:15am - 8:30am

Opening Remarks

8:30am - 9:20am

The Inspiration Discipline: How a Different Lens on Your View of Everything Can Radically Change How You Impact Your Business

Andy Stefanovich
Senior Partner at Prophet, Author of upcoming book: "At Play: The Powerful Discipline Behind Innovation and Creativity"

A discipline of inspiration?  Isn't that an oxymoron?  Not according to Andy Stefanovich, who asserts that the most common reason that organizations do not get the output they are looking for from their "cultures of innovation" is that they have ignored the INPUTS.

Stefanovich urges us to think of inspiration as the fuel that, combined with creativity, can create impactful and profitable innovation.  But inspiration is not just something that should be left to chance.  Intentional, focused inspiration is the key to getting the best inputs for our innovation engines.

9:20am - 10:10am

Real-Time Marketing & PR: How to Engage Your Market, Connect with Customers, and Create Products that Grow Your Business NOW

David Meerman Scott
Best-selling author of "The New Rules of Marketing & PR" and "World Wide Rave"

We are all aware of the massive amounts of real-time information that are available through new tools such as Twitter, Facebook, blogs, online news sources, etc…  But how many of us are using the power of this constantly updated information to impact our marketing and PR as it happens?

10:10am - 10:30am

Break

10:30am - 11:20am

Making Competitors Irrelevant: Creating Sustainable Brand Differentiation

David Aaker
World-renowned marketing expert; Best-selling author of 13 books including "Strategic Market Management," "Managing Brand Equity," "Building Strong Brands," "Brand Portfolio Strategy," "Brand Leadership," and "Spanning Silos"; Upcoming book entitled "Making Competitors Irrelevant"

In his latest work – to be the subject of his next book due in January 2011 – brand marketing guru and best-selling author David Aaker will demonstrate that a focus on brand competition is a recipe for slim margins and low growth.  It is, in fact, very tough to create brand preference - to try to compete against another brand and gain market share.  As a result, most marketing expenditures end up being ineffective and inefficient.

The real key to ongoing financial success, according to Aaker’s research, lies in developing strategies for which competitors become irrelevant.  The goal becomes to frame the purchase decision and user experience so that you reduce or remove competition due to their irrelevance.  With this marketing perspective, you then become focused on achieving sustainable differentiation (and, thereby, delivering profits and growth in dynamic markets) by creating new offerings that define new categories or subcategories that did not exist before.

11:20am - 12:10pm

The NEW Immutable Laws of Branding

Laura Ries
Co-Author of "War in the Boardroom," "The 22 Immutable Laws of Branding," and "The Fall of Advertising and the Rise of PR"

Back in 1998, Laura and Al Ries produced the best-seller “The 22 Immutable Laws of Branding,” which distilled their advice for building products or services into world-class brands into a manageable number of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction and The Law of Publicity.

Now, more than a decade later, much in the world of brands and marketing has changed – or has it?  Best-selling author and brand guru Laura Ries will join us at Brand ManageCamp to refresh and update the Immutable Laws of  Branding.  And with a family name of Ries, it would be shocking if she didn’t have some shocking things to say!

12:10pm - 1:30pm

Lunch

1:30pm - 2:20pm

How To Connect With Your Customers By Marketing With Meaning

Bob Gilbreath
Author of "The Next Evolution of Marketing: Connect With Your Customers By Marketing With Meaning"

Bob Gilbreath, author of “The Next Evolution of Marketing,” believes that the old, interruptive model of marketing is obsolete.  Instead, he proposes we stop interrupting and annoying consumers and begin adding value to their lives through our marketing – in essence, Marketing With Meaning.

2:20pm - 3:10pm

The One Percenters: How a Tiny Number of Customers Can Make or Break Brands

Jackie Huba
Best-selling co-author of "Citizen Marketers" and "Creating Customer Evangelists"

Of the vast number of people searching for and consuming information about brands each day, it turns out that only a tiny number of them are actually contributing information.  These people play a critical role in the success or failure of your brand and Jackie Huba, best-selling co-author of “Citizen Marketers” has a name for them: The One Percenters.

3:10pm - 3:30pm

Break

3:30pm - 4:20pm

Integrated Marketing & Resource Allocation: How to Decide (and Justify!) Where to Spend Your Precious Marketing Dollars

Don Schultz
The 'Father' of the discipline of Integrated Marketing Communications; Author or co-author of 13 books including "Integrated Marketing Communications" and "IMC: The Next Generation"

Best-selling author Don Schultz is widely recognized as the father of the concept of Integrated Marketing Communications (IMC).  Originally, most of the thought on this subject focused on ensuring your marketing messages looked the same across all touch points.  At BMC2010, Schultz will expose us to his newest thinking in the area of IMC – specifically focused on the financial aspects of how and where you should make your marketing investments. 

4:20pm - 5:10pm

The Mirror Test: Is Your Brand Really Breathing?

Jeffrey Hayzlett
CMO of Eastman Kodak and author of "The Mirror Test: Is Your Business Really Breathing?"

When was the last time you did a mirror test on your brands?  You know, to make sure that your business and you as its leader are still alive and breathing?  Drawing from his new book, "The Mirror Test: Is Your Business Really Breathing?," Eastman-Kodak CMO Jeffrey Hayzlett will help you do a mirror test on your brands right now - to take a good hard look at your business practices and thoughtfully-yet-agressively evaluate, deconstruct, and then reconstruct your business into one that's breathing strong every day.  And that means winning - not the middle of the pack.

5:10pm - 7:00pm

Cocktail Reception - END OF DAY 1

(Return to top to check out Day 2)

7:00am - 8:15am

Day Two - Wednesday, Sept 22nd

Breakfast

8:15am - 8:30am

Welcome Back

8:30am - 9:20am

The Force of Habit: The New World of Consumer Behavior

Dr. Neale Martin
Best-selling author of "Habit: The 95% of Behavior Marketers Ignore"

Marketers, advertisers, brand managers and product managers share a common delusion: customers care a lot about their brands. But what if they don’t? What if the vast majority of customer behavior happened without the consumer even consciously aware of what they were buying or why they were buying it?

Dr. Neale Martin will make sense of the seemingly illogical brain of the consumer by explaining how recent findings from neuroscience and cognitive psychology reveal a startling insight: the brain houses two minds.

9:20am - 10:10am

BANG!: Getting Your Message Heard In A Noisy World (and other four letter words that will rock your brand!)

Robin Koval
President of The Kaplan Thaler Group and best-selling co-author of "BANG!: Getting Your Message Heard in a Noisy World," "THE POWER OF NICE: How to Conquer the Business World With Kindness," and "THE POWER OF SMALL: Why Little Things Make All The Difference"

In today’s hyperconnected world, it is increasingly challenging for brands to cut through the clutter of the over 5,000 messages we receive each and every day. In this high-energy session, Robin will share how two powerful four-letter words can crank up your brand and make it explode into the consumer consciousness.

With BANG! ideas, Robin will offer proven strategies for creating loud, clear, attention-grabbing ideas that can live and thrive across all media platforms. Of course, big ideas need somewhere to flourish.  Robin will also share The Kaplan Thaler Group’s NICE philosophy which focuses on establishing a kind and collaborative environment conducive to innovative breakthroughs. The biggest and the best ideas happen in the most fertile universes.

10:10am - 11:00am

microMARKETING: Get Big Results by Thinking and Acting Small

Greg Verdino
Author of "microMARKETING: Get Big Results By Thinking And Acting Small"

Every day the world sees more than 1 million new blog posts, tens-of-millions of tweets, hundreds-of-millions of new pieces of Facebook content, and more than 1 billion YouTube videos. Microcontent is fast becoming a dominant force in media, we live in an age of information overload, and consumer attention is the scarcest commodity of all. If you’re a marketer and hope to earn even a thin slice of that attention, your job has never been tougher than it is today.

How do you thread your messages through, literally, billions upon billions of bite-sized information snapshots to reach the right people? One thing’s for sure: you’re not going to succeed using traditional mass approaches. Instead the next big thing (and the key to new marketing success) is actually very small – in fact, it’s so small it’s micro. Greg Verdino’s thoroughly modern take on micromarketing – literally marketing to microcultures through microcontent means – will empower you to rethink, retool and revitalize your marketing strategies to take full advantage of the opportunities created by the microcontent explosion. But you’ll need to start thinking and acting small if you want to succeed.

11:00am - 11:30am

Break

11:30am - 12:20pm

The Designful Company: How to Build a Culture of Nonstop Innovation

Marty Neumeier
Best-selling author of "The Designful Company," "The Brand Gap," and "Zag"

In an era of fast-moving markets and leap-frogging innovators, companies can no longer merely “unlock” wealth. Today they have to actively “create” wealth, or end up in the fossil layers of business history. As a result, brand-builders have a once-in-a-lifetime opportunity to play a key role in the next management revolution—the rise of the designful company.

Marty Neumeier, Director of Transformation for Liquid Agency and author of two influential books on brand, explains why design thinking—in its broadest sense—will become the new best practice, and how you can leverage your unique position as a brand-builder to transform the way business does business in the 21st century.

12:20pm - 1:10pm

Building a Brand That Matters

Aaron Magness
Director of Brand Marketing & Business Development, Zappos.com

The days of dictating your brand to customers is long gone.  Today, customers actually dictate your brand to you.  One company that has embraced this fact and built a successful brand around it, is Zappos.com.

In his new book entitled “Delivering Happiness: A Path to Profits, Passion, and Purpose,” Zappos CEO Tony Hsieh explains how their very different kind of corporate culture has become an effective model for unprecedented success.

At Zappos, much of the discussion revolves around how their focus on the “Three C’s” (Clothing, Customer Service, and Culture) have been instrumental in their growth from $0 to $1B in gross merchandise sales in less than 3 years.  However, what can be gleamed from their phenomenal success to help the rest of us (most of whom don’t sell clothing or have online retail operations)?

1:10pm - 1:20pm

Close