ANA Brand Building Members Only Conference June 8, 2011

In building our brands, we are making promises to consumers and inherently creating expectations about our products and our company. In today's environment defined by transparency and accountability, brands are more rigorously held to these expectations. Moreover, the consumer experience has expanded greatly beyond traditional touchpoints, so consistency is even more of a challenge. The best brands in the world have not only figured out how to manage their brand image in this environment, but have capitalized on it, reinforcing the core message at every step and consistently engaging and responding openly and honestly with the audience in ways that are meaningful to them. This conference brings together leading marketers who are successful in building their brands in this new environment, driving awareness, customer loyalty and the bottom line. Join us for a fun and informative day as we explore methods for creating and maintaining a relevant brand building strategy for today's consumer.

Agenda

DREAMWORKS AND HEWLETT-PACKARD: WORKING TOGETHER TO ENHANCE EACH OTHER'S BRANDS

TBD
DreamWorks

TBD
Hewlett Packard
____________________________________
BUILDING BRAND AWARENESS AND CAPTURING MARKETING SHARE AMONG HISPANIC CONSUMERS
Progresso Soups had been battling Campbell's for Total Market category leadership for years and, while targeting the Hispanic Market was nothing new for Campbell's, Progresso had yet to communicate to this consumer group. The challenge was how to close the gap for Hispanic consumers already in the Ready‐To‐Serve category, while also winning the first mover advantage at a time when Homemade Soup users shifted to a more convenient source of soup preparation. Hear how General Mills and their agency, Bromley Communications, successfully launch Progresso Soups with Hispanic consumers, building brand awareness, growing share and dollar volume and driving household penetration among Hispanics.

TBD
General Mills

TBD
Bromley Communications
____________________________________

DUDE-OLOGY: HOW TO REACH TODAY'S MULTIDEMENSIONAL MEN
AETN's commitment to understanding its audience was a key factor in the History Channel's success as a top five network among men. In 2010, the network grew double digits and continues to build on its success in 2011. To understand any audience it's critical to have a constant dialogue with them. AETN conducts a large volume of research through various methodologies. Dude-ology is an ongoing compilation of insights garnered from a tremendous amount of both quantitative and qualitative research including polls to exploration groups and even neuroscience to name a few. Dude-ology identifies both micro and macro trends, and how they are playing out socially and culturally to answer the question: What does it mean to be a man today? The presentation covers the evolution of male roles in the household and workplace, their relationship with health and technology, as well as their evolving gender roles. Among other areas it discusses male relationships, the 21st century "mancave", and identities opportunities on how to speak to these new multidimensional men.

Michael Greco
EVP Of Strategic Insights
AETN
____________________________________
ESTABLISHING MARKET LEADERSHIP: A BLUEPRINT FOR GROWTH
Differentiation is no longer enough. That's why the goal of any brand strategy should be to establish market leadership. This session will help you define what your brand should stand for over time - and determine what it's going to take to get there. Learn how to drive brand relevance and understand how your brand impacts customer behavior. Discover strategies for managing and monitoring brand equity over time and identify opportunities to extend it into new markets and segments. Drawing from more than 20 years of brand and marketing strategy experience, Mike Leiser of Prophet will show you how to develop and implement brand and marketing strategies that build market leadership and how to create a blueprint for growth.

Mike Leiser
Senior Partner
Prophet
____________________________________

Additional session to come

Official Website: http://www.ana.net/membersconference/show/id/MOC-JUN11C