ANA Brand Building Members Only Conference @ Southern Company June 20, 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

BUILDING BRAND VALUE AT SOUTHERN CO: OFFICIAL ENERGY COMPANY OF THE PGA TOUR
Consumers don't waltz into grocery stores to buy shrink-wrapped boxes of energy, so utility giants like Southern Co. have unique challenges when it comes to building their brand. Through a long-standing partnership with the PGA TOUR, Southern Company has created brand value and positioned itself as a solid corporate citizen with an award that honors one of golf's most respected players. Learn how they have used this activation, together with an integrated approach to get their message in front of customers where they live, work and play.

Mary Story
Advertising and Brand Manager, Corporate Communication
Southern Company
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KRISPY KREME DOUGHNUTS: A VIBRANT LIFE AT SEVENTY-FIVE
For nearly 75 years Krispy Kreme has been known for melt-in-your-mouth Original Glazed(R) doughnuts and memorable experiences. Through generations the Brand has learned how to stay true to its proprietary doughnut recipe and its simple mission - "to touch and enhance lives through the joy that is Krispy Kreme." Built by traditional word-of-mouth marketing, Krispy Kreme is discovering how to add energy to the brand almost exclusively through grassroots marketing activities and social media. Hear how Krispy Kreme is able to remain relevant in a rapidly changing world without abandoning its core traditions, values and differentiation. Learn how the Brand has addressed language, taste and culture differences across more than 650 locations in 21 countries by understanding that consistency and adaptability can work together.

Dwayne Chambers
Chief Marketing Officer
Krispy Kreme Doughnut Corporation
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BUILDING STRONG BRANDS IN A RADICALLY TRANSPARENT WORLD
In an age of the connected consumer and radical transparency, maintaining a brand's position has become increasingly complex. Does perception drive reality or reality perception? The strongest brands owe their success to a clear alignment of their brand positioning with communications and customer experience. The foundation rests with a clear and relevant brand story. But some brands miss the mark or lose their ground. What matters most in driving demand? What measurements can be adopted to sustain a compelling brand story and customer experience? This session will discuss how brands can ensure the most successful alignment of story and experience, share research and case studies on which brands do this best and review a new diagnostic tool to help you do this.

John Marshall
Senior Partner Director Brand Strategy
Lippincott
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THE ROLE OF DIGITAL IN BRAND BUILDING AND GROWTH

Julie Collins
Director, Digital Marketing
Alcon Eye Care, a Division of Novartis
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AUTOTRADER.COM: INTEGRATING TRADITIONAL AND NEW MEDIA TO BECOME A CATEGORY LEADER
AutoTrader.com, (a subsidiary of Cox Enterprises) one of the most successful ".com" companies started in the early late 90's will share how they have used traditional and "new" media to build the most powerful brand in the automotive classified category (over $750M in revenue and 18M uniques per month). They will focus on their current "Heart and Mind" breakthrough creative as well as a detailed presentation of how they came to select auto shows as their primary event marketing vehicle and how they activated the sponsorships with a fully integrated marketing program that reached consumers in the market to buy cars and dealers and OEM's who are interested in selling the vehicles to those same consumers.

Donald Dixon
Director
AutoTrader.com, LLC
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LIFELOCK INC. AND THE PHOENIX MERCURY: CO-BRANDING THROUGH SPONSORSHIPS
LifeLock and the Mercury, leading organizations in their respective fields, created the first ever jersey sponsorship in professional basketball, aligning their missions for the advancement of community, fans and the WNBA as a whole. The partnership went beyond the court to broaden the opportunities for LifeLock, the Mercury and the WNBA to continue to flourish. In addition to player jersey rights, the partnership includes on-court apparel, in-arena signage, branding on the court, exposure on PhoenixMercury.com, including all social media outlets and e-marketing efforts. The collaboration also includes a cause aspect, incorporating the launch of the LifeLock SafeZone basketball and life mentoring programs for underserved girls. The program was successful in generating earned media as well with coverage by ESPN, financial news networks and mainstream media. Learn how the benefits far exceeded expectations for both parties, discover effective methods for accurate and meaningful valuation and ROI and hear why this became a brand building blueprint for other sponsorships of its kind.

Erick Dickens
Brand Director
Lifelock, Inc.

Scott Horowitz
Business Development
Navigate Marketing

Official Website: http://www.ana.net/membersconference/show/id/MOC-JUL11E