Agenda

Special Bonus! All Brand ManageCamp registrants also get access to our Summer Webinar Series, featuring even more great speakers! See the schedule here.

To download a printable brochure of the conference right click here.

Day One - Monday, October 5, 2009


7:00 AM		Breakfast


8:00 AM		Welcome - Introduction


8:20am		Internal Success Using The Art of Entrepreneurship Guy Kawasaki, best selling author of Reality Check and The Art of The Start; founder of Alltop.com and Truemors; former Apple Fellow; Managing Director of Garage Technology Ventures


		Watch Guy Describe His Topic


		There are not many people who know more about entrepreneurship and innovation than Guy Kawasaki. He helped launch the Apple Macintosh, has started successful companies, runs a Silicon Valley venture capital firm and has written numerous best-selling books - including The Art of the Start and Reality Check. But here's a reality check for you - at the end of the day, there is not much difference between you and the entrepreneurs starting new companies. Despite your different environments, you both need to be able to skillfully position, pitch, brand, evangelize, build a team and raise capital. And given the current environment, your job is getting hard and harder every day...


9:10am		John Gerzema, best-selling author of The Brand Bubble; Chief Insights Officer of Y&R


		Watch John Describe His Topic


		Wall Street keeps raising the expected values of brands while consumers and customers keep lowering them. The result of this growing divide in brand valuation is the basis for what John Gerzema describes as the Brand Bubble - and the impending crisis in stock valuations may be bigger than anything we have ever seen. Fortunately, the news is not all bad. There are brands that are avoiding the Brand Bubble and are connecting with consumers in ways like never before. In this eye-opening session filled with illustrative case studies, Gerzema will reveal the secrets and reverse engineer the practices of the brands that consumers ARE connecting with and will rip them apart to demonstrate what they are doing right and how you can replicate their success...


10am		Break


10:30am		Strategies For Web 3.0 and Beyond: What's Next For Marketing & Brand Management Professionals Amber MacArthur, New Media Specialist; Web Strategist; One of the 50 Most Influential Female Bloggers; NOW Magazine's "Best Geek Personality" of 2006


		Watch Amber Describe Her Topic

Few companies would argue with the fact that it's now critical to put a strong foot forward in the Web 2.0 space (and on Day 2 we'll learn more from Charlene Li on how to do this!), but a critical question you must also consider is "What's Next?" - because Web 3.0 is just around the corner.

How can brand stewards plan campaigns for a future beyond Web 2.0? What's the next big trend in social media for Web 3.0? What will power the Web 3.0 movement, and how will it affect marketing and branding strategies? What is the semantic web, a term associated with Web 3.0, and what does it mean for businesses?

In this interactive talk, MacArthur will answer these questions, and more...


11:20am		Chaotics: Elevating Your Brand During A Downturn Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University; best-selling author of dozens of books including the upcoming Chaotics as well as Marketing Management, Principles of Marketing, Ten Deadly Marketing Sins, and more


		Watch Philip Describe His Topic


		As marketing legend Philip Kotler explains in his new book Chaotics (May, 2009), we have entered into an age of increasingly frequent and intense periods of turbulence in the global economy. Unlike past recessions, today's crises have precipitated a need for businesses and brands to develop a new mindset, one that takes into account intermittent periods of disturbance, allowing them to thrive while under the constant threat of chaos. In this fascinating session, Kotler will dicuss a revolutionary set of guidelines to help manage the waves of uncertainty, the critical need for getting customers to LOVE your brands, the latest thinking of how to get that done and more...


12:10pm		Lunch


1:30pm		An Innovative Kick in the Pants - Unlocking Innovation for You and Your Brands Simon Bray, Head of Capability for ?What If! North America


		Watch Simon Describe His Topic


		It’’s no secret that innovation is top-of-mind for many organizations. In this highly interactive session full of stories, Simon Bray will share a set of tools used to build innovation capability at some of the world’s largest companies (crafted from over 17 years and over 10,000 projects ranging from developing new smartphones to helping Mongolian beekeepers sell more honey), and demonstrate how you can apply them immediately to enhance creativity in your working (and personal) life...


3:00pm		Break


3:30pm		Improving Marketing ROI: Steps, Tools, and Critical Factors That Boost Performance Panel Discussion Led By Kevin Clancy, best-selling author of Counterintuitive Marketing and Your Gut Is Still Not Smarter Than Your Head; Chairman of Copernicus Marketing Consulting


		Watch Kevin Describe His Topic

It's no surprise that "improving ROI" ranks as one of marketers' top priorities this year, yet most remain uncertain about what they need to do to turn the dream of better numbers into a reality.

Lead by noted author and Marketing Research Hall of Famer Kevin Clancy, a panel of marketers from B2C and B2B companies in different industries will share their ROI-improvement experiences - focusing on the specific approaches and actions each panelist took to achieve their ultimate objective - more positive ROI...


4:20pm		Trend Hunting - How To Get Past The Obvious And Find True Opportunities For Your Brands Jeremy Gutsche, Founder of Trendhunter.com - the world's largest network for trend spotting and innovation


		Watch Jeremy Describe His Topic

When people think of trends, they trend to think of macro influences like: eco, consolidation, web 2.0 and aging boomers. But these are the easy ones that everyone knows, so they don’t help your innovation process.

Trend Hunting involves the methodical approach to identifying clusters of opportunity that are meaningful for your specific problem. In this impactful end to day one, Jeremy will teach us how to leverage cutting edge techniques to stimulate innovative creativity, generate breakthrough ideas, identify 'clusters of inspiration' and, ultimately, unlock cool in a way that your competition cannot...


5:10pm		Cocktail Reception

Day Two – Tuesday, October 6, 2009


7am		Breakfast


8:00am		Welcome Back - Day 2 Kickoff


8:10am		10 Rules For Branding in a Post Brand World Jonathan Salem Baskin, author of Branding Only Works on Cattle; Advertising Age columnist; Information Week blogger; creator of Dim Bulb


		Watch Jonathan Describe His Topic

Always thought-provoking and often controversial, Jonathan Salem Baskin has some very unique views on brands and marketing. According to Baskin, "we talk about brands as if they're a fixture in our lives, or a fact of nature, but they are neither. Branding is a 100+ year-old conceit based on a specific context of community, culture, economics, and technology...that has long since disappeared. We live in a post-branded world, in which you can't make old ideas new simply by talking about them differently. You have to do thing differently."

In this energetic start to Day 2 of Brand ManageCamp, Baskin will be sure to get you buzzing as he details the case for the post-branded world and, more importantly, provides a set of 10 rules to follow, along with illustrative examples, to help you make large and small decisions about your next brand and marketing projects...


9:00am		Groundswell: Winning in a World Transformed By Social Technologies Charlene Li, best-selling author of Groundswell: Winning in a World Transformed By Social Technologies


		Watch Charlene Describe Her Topic


		We all know that consumers and customers are using online tools to connect and take charge of their own experiences and get what they need from each other. Charlene Li calls this the Groundswell – and this phenomenon is far from a flash in the pan. Knowing the phenomenon exists and putting together a firm plan to address and embrace it, though, are two vastly different things. In this session filled with case studies from around the world, Charlene will detail proven strategies for tapping the Groundswell. She will explain why the technologies themselves are far less important than the objectives and strategies needed to harness their energy. And she will answer the question on everyone’s mind: ‘how can I get my company positioned to embrace Groundswell thinking?’…


9:50am		The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments Michael Dunn, author of The Marketing Accountability Imperative; CEO & Chairman of Prophet


		Watch Michael Describe His Topic


		Marketing budgets are full of waste - troubling at the best of times, but disastrous in a business downturn. The onus is on marketing leaders to bring more rigor to the process: more disciplined marketing planning; robust tracking and evaluation; a sharp eye on spending performance and a drive to continuously improve marketing’s effectiveness to ensure business growth follows. But how can you sort through the clutter of metrics, measurement, and analytical options to get to the real end goal - driving better continuous decision making and improved in-market performance across the marketing value chain?...


10:40am		Break


11:10am		The Leap: 3 Steps to Unlocking the Potential in Yourself and Those You Lead Rick Smith, best-selling author of The Leap and founder of World 50


		Most of us live with significant levels of untapped potential, and it is the leader's role to unlock this hidden resource in every individual, beginning with themselves. Rick Smith believes that leaders and managers can dramatically accelerate the achievement of their business goals, while increasing the performance and engagement of those they lead by applying 3 simple steps that are accessible to everyone. In this session - based on the groundbreaking new book The Leap - he will show that guiding yourself and others toward the roles that fully leverage your strengths and passions - not fixing weaknesses - will increase engagement and performance and accelerate development. He will reveal...


12:00pm		Mastering The Power of Nonverbal Communications For Personal Success Joe Navarro, author of What Every BODY Is Saying and 25 year veteran of the FBI


		Watch Joe Describe His Topic


		Nonverbal behaviors comprise approximately 60-65% of all interpersonal communication. They can reveal a person’s true thoughts, feelings and intentions. And because people are not always aware they are communicating nonverbally, body language is often more honest than an individual’s verbal pronouncements (which are consciously crafted to accomplish the speaker’s objectives). In this fast paced dynamic close to Brand ManageCamp 2009, Joe Navarro, a leading world expert on the applied use of nonverbal communication, will explore the latest research on The Power of Nonverbal Communication and how successful people have used it to achieve their goals. From Lincoln, to Ghandi to MLK, he will take a fresh look at nonverbal communication as a tool for change, for better communication, for collaboration and for success...


1:00pm		Conference Close

Overview

Join Us On:


		In his best-selling book, The Brand Bubble: The Looming Crisis in Brand Value and how to Avoid It, John Gerzema explains that a new bubble is looming on Wall Street, but unlike other bubbles, the properties at risk cannot be traded away or hedged against uncertainty. Rather, this bubble is threatening companies’ most treasured assets – their brands. Based on a decade’s worth of brand and financial data from the world’s largest brand study, BrandAsset Valuator, Gerzema will provide credible evidence of an impending brand bubble, that if it bursts could send the next financial shock wave through the global economy. Gerzema’s presentation provides a wake-up call, explaining that there is a growing disparity in the value that business and consumers are apportioning to brands. Businesses and financial markets keep raising brand valuations, while the number of high-performance value-creating brands is diminishing across the board. Put simply, most business and the financial markets think brands are worth more than the consumers who buy them. The data shows that across 2,500 brands studied, trust in brands has declined by 50%, product quality associations have declined by 25%, and awareness, saliency, liking and regard are all tumbling at double digit rates. Gerzema will show us that consumers are now looking for something different, more holistic, more special in brands. They are self-selecting a shorter, smaller list of brands to which they are loyal and emotionally connected. In this eye-opening session filled with illustrative case studies, Gerzema will reveal the secrets and reverse engineer the practices of the brands that consumers ARE connecting with and will rip them apart to demonstrate what they are doing right and how you can replicate their success. He will take a 360 degree look at these brands, covering their pricing, distribution, CRM, social media programs and, most importantly, how consumers are connecting with these brands in emotional ways like never before. During this session, you will learn: The urgency of the impending Brand Bubble The insights, tools and techniques that successful brands are leveraging in order to avoid the Brand Bubble and better connect with their consumers in a long-term, profitable way How companies can restore brand value by developing "energized differentiation:" a measureof a brand's motion, innovation, and continuous evolution How CEOs, CMOs and managers can align the organization to embrace the brand as an organizing principle in the company: suggesting a new model that places the economic value of brands front and center, by implementing metrics that demonstrate a brand's future potential


		The most recent evolution of the Internet, which we now call Web 2.0, has allowed marketers to adopt online tools and services for brand-building initiatives. Businesses are now experimenting with social media, and smart companies with smart strategies are coming out on top. Whether it's Southwest Airlines communicating with customers on its popular "Nuts About Southwest" blog or Comcast managing customer complaints on its busy "Comcast Cares" account on Twitter, Web 2.0 has allowed businesses to start building connections as part of their marketing and branding initiatives. Few companies would argue that it's critical in this day and age to put a strong foot forward in the Web 2.0 space, but a critical question you must also be thinking about is "What's Next?" because Web 3.0 is just around the corner. How can marketing and brand managers plan campaigns for a future beyond Web 2.0? What's the next big trend in social media for Web 3.0? What will power the Web 3.0 movement, and how will it affect marketing and branding strategies? What is the semantic web, a term associated with Web 3.0, and what does it mean for businesses? In this talk, MacArthur will answer these questions, and more. She will also: Unveil some of the top Web 3.0 trends trickling up in the online space, including people-powered customer service, open social networks (no more walled gardens), and the impact of a mobile web that allows anytime/anywhere communication. Deliver give strategies for marketing and brand managers to win in the Web 3.0 world and beyond Illustrate the winning strategies utilizing intriguing stories of success from companies around the globe


		It’s no secret that innovation is top-of-mind for many organizations. In this highly interactive session full of stories, Simon Bray will share a set of tools used to build innovation capability at some of the world’s largest companies (crafted from over 17 years and over 10,000 projects ranging from developing new smartphones to helping Mongolian beekeepers sell more honey), and demonstrate how you can apply them immediately to enhance creativity in your working (and personal) life. Structured around theory but brought to life with real-world stories, small-group and partner exercises that embed learning, a healthy dose of playfulness and prizes big, small and odd, this session will: Build the case for why innovation is more important now than ever before Help you identify the most common barriers to creativity and teach you how to turn them around into enablers Demonstrate the specific behaviors that unlock creativity in any individual or team and provide a simple set of tools that you can take away and share with you team or organization


		In many marketing budgets, as much as 25% or more of spending is wasted - troubling at the best of times, but disastrous in a business downturn. It puts the onus on senior marketing leaders to bring more rigor to the process: more disciplined marketing planning; robust tracking and evaluation; a sharp eye on spending performance and a drive to continuously improve marketing’s effectiveness to ensure business growth follows. But how can you sort through the clutter of metrics, measurement, and analytical options to get to the real end goal - driving better continuous decision making and improved in-market performance across the marketing value chain? In this timely topic, Michael Dunn will outline decisive thinking and practical tools to get the job done. He will share how to make better marketing investment decisions – the kind that accelerate growth, improve efficiency and returns, and create a culture of marketing accountability. Using case studies and practical advice, Dunn will review a variety of analytic options and share what steps will help an organization achieve its marketing accountability goals. Whereas most discussions have stopped at the issue of measurement, though, Dunn will push on to focus on the ultimate prize - how to apply the insights from more holistic measurement systems to drive better continuous decision making and improved in-market performance across the marketing value chain. In doing so, Dunn will: Highlight how decisions made at each critical value lever - from strategy and content to marketing vehicles and investment levels - either enable or impede efficient and effective marketing deployment Offer step-by-step practical guidance on how to move your organization through the three horizons of marketing accountability improvement Teach you how to make better marketing investment decisions and create a culture of marketing accountability