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Thursday, March 26, 2015 from 8:00 AM to 6:30 PM (CDT)

Morningstar, Inc. – 22 West Washington Street, Chicago, IL 60602


About BrandSmart:

For over 10 years, the Chicago AMA’s BrandSmart Conference has been the Midwest’s leading forum on branding thought leadership for over 10 years. The future is arriving faster than ever and creating multiple challenges for marketers. As in design and innovation, future proofing gives marketers the tools and insights needed to prepare for and embrace the headwinds of change.

BrandSmart 2015: Constructing Tomorrow’s Brand, Today will build on three key pillars:
  • Consumer Engagement: How to ensure your consumers are ENGAGED and you know what it takes to ENGAGE with them
  • Brand Relevance: How to ensure your brand is RELEVANT… to all your keystakeholders
  • Organizational Readiness: How to READY your organization for the future, building an agile strategy that allows you to adjust to the ever-changing landscape
Julie Springer

Julie Springer

Chief Marketing Officer, Corporate Marketing

TransUnion
BIO
SESSION
PANEL

Susan Fleming

Susan Fleming

Vice President of Marketing and Communications

Catamaran
BIO
SESSION

Howard Brandeisky

Howard Brandeisky

Senior Vice President, Global Marketing & Customer Solutions

Fisher Nuts, John B. Sanfilippo & Son
SESSION

Pam Hollander

Pam Hollander

Vice President of Integrated Marketing Communications

Allstate
BIO
SESSION

Lisa Rountree

Lisa Rountree

Vice President, Marketing Strategy & Customer Experience

Capital One
BIO
SESSION

Andrea Javor

Andrea Javor

Senior Director, Global Digital and Media

Beam Suntory
BIO
SESSION

Scott Davis

Scott Davis

Chief Growth Officer

Prophet
BIO
SESSION
PANEL

John Keller

John Keller

Director of Brand and Eminence

Deloitte
BIO
SESSION

Larry Deutsch

Larry Deutsch

Executive Vice President & General Manager, Brand Marketing

Blue Chip Marketing Worldwide
SESSION

Jenni Luke

Jenni Luke

Chief Executive Officer

Step Up
BIO
SESSION

Chuck Kent

Chuck Kent

Brand Strategist

Branding Magazine
PANEL

Heidi Petz

Heidi Petz

Vice President, Marketing

Valspar
BIO
SESSION

Bob Domenz

Bob Domenz

Founder & CEO

Avenue
PANEL

Tim Simonds

Tim Simonds

Chief Marketing and Engagement Officer

Kellogg School of Management
BIO
PANEL

Paul Fitzpatrick

Paul Fitzpatrick

Director of Business Development and Marketing

All Terrain

SESSION

BIO

Get your brand in front of the BrandSmart audience! Sponsorship options start at $750.

8:00 - 9:00 AM - Registration, Breakfast and Networking

8:20 - 8:50 AM - Coffee Talk - 4 Pillars to Designing a Killer Consumer Experience

This is a limited attendance session. More details to follow in admission.

4 Pillars to Designing a Killer Consumer Experience

Paul Fitzpatrick, Director of Business Development and Marketing, All Terrain

All TerrainToday’s brands are having an increasingly difficult time attracting the attention of consumers. There is a disconnect between brands and consumers due to the interruptive marketing tactics still prevalent along with the shorter attention spans of the consumers. In this presentation, Paul Fitzpatrick, Director of Business Development and Marketing for All Terrain, will detail his four pillars that are essential when creating a powerful consumer experience where consumers will enjoy a relevant, meaningful engagement with brands and brands will gain vocal advocates and loyal customers.

9:00 - 9:45 AM - Building Relentlessly Relevant Brands

Building Relentlessly Relevant Brands

– Scott Davis, Chief Growth Officer, Prophet

We live in an era of persistent change and rising customer expectations. Brands that rise to the top are those that have found a way to be relevant in a world of continuous change. In this speech by Scott Davis, Chief Growth Officer at Prophet, he’ll discuss brands that are relentlessly relevant – those who position themselves with a commitment to meet customers on their own terms, push competitors out of consideration and redefine entire categories—all while being authentic.

Prophet_LogoScott will outline four attributes that separate those that are building enduring, relentlessly relevant brands from those that aren’t. He’ll discuss the role of building a relevant brand in a digital world and how to ensure you’re creating meaningful, connected and engaging experiences with customers.

9:45 - 10:15 AM - Cross Platform Brand Engagement – a Lesson in Mayhem

Cross Platform Brand Engagement – a Lesson in Mayhem

– Pam Hollander, Vice President of Integrated Marketing Communications, Allstate

Allstate-logo-2012-PAKey Takeaway:  Mayhem is Everywhere – on TV, Facebook, Twitter, etc.  But when you combine all of these mediums behind a single campaign – the results are amazing.
•         Start with a key consumer insight
•         Create content relevant to each platform
•         Leverage an “ ownable” opportunity
•         Make people wonder – ‘are they really doing this?’

Interview with Pam:

Allstate’s Marketing Boss Talks Up ‘March Mayhem’ Assessing the ROI from such a large-scale push

10:15 - 10:45 AM - The Pathway to Brand Relevance

The Pathway to Brand Relevance

Susan Fleming, Vice President of Marketing and Communications, Catamaran

catamaranThis presentation examines thought leadership, reputation and the client experience as key contributors to brand relevance. After participating in the session, attendees will have learned:

  • How to effectively pay off your brand promise
  • How to reach influencers
  • How to drive the brand story and
  • How to ensure relevancy

10:45 - 11:15 AM - Morning Break Sponsored by Nimlok Chicago

Chicago AMA would like to thank Nimlok Chicago for sponsoring the morning break.

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11:15 AM - 12:00 PM - Transforming The Fisher Nuts Brand

Transforming The Fisher Nuts Brand

– Howard Brandeisky, Senior Vice President, Global Marketing & Customer Solutions, John B. Sanfilippo & Son
– Larry Deutsch, Executive Vice President & General Manager, Brand Marketing, Blue Chip Marketing Worldwide

The Fisher Nuts brand has been transformed from a commoditized brand to a category leader.  This transformation has fishernutsbeen a marketing success story that started with leadership vision and organization alignment within John B. Sanfilippo & Son to evolve from being private label brand company to a consumer brand company.  The result is a record-breaking, award winning, fully integrated marketing campaign that has differentiated the Fisher brand, engaged consumers across paid, earned and owned media, and inspired new product development and innovation.

Key Takeaways:  

  • The transformational power of moving from a private label brand company to consumer brand company
  • How to differentiate a brand in a commoditized category
  • How a bias for content can fuel integrated marketing communications
  • How to win and grow when your budget has one less zero and comma

Check out insights into this presentation with our BrandSmart 2015 preview video:

12:00 - 12:30 PM - Deloitte Brand Positioning to Support Growth

Deloitte Brand Positioning to Support Growth

John Keller, Director of Brand and Eminence, Deloitte

2000px-Deloitte.svgKey takeaways:

  • How Deloitte uses brand perception research to identify opportunities to align with buyer needs
  • How we position our diverse businesses in a distinct, but complementary, manner
  • Strategies for overcoming a legacy reputation as a Big 4 audit firm to support the growth of our advisory services

12:30 - 1:00 PM - Keys to Success: Creating a Rock Star Cause Marketing Platform

Keys to Success: Creating a Rock Star Cause Marketing Platform

Jenni Luke, CEO, Step Up

Step-Up-logo_tagline-Orange_1Key Takeaways:
1)     Why Cause Works: proving the business case to your brand’s key decision makers.
2)    What to Care About: identifying your philanthropic focus for maximum impact and long-term success
3)    Who’s With Us: choosing the right partners for your brand
4)   How to be a Hero: becoming a brand nonprofits want to work by avoiding the top-4 cringe-worthy behaviors!

1:00 - 2:00 PM - Hot Lunch Sponsored By Creative Circle

Chicago AMA would like to thank Creative Circle for sponsoring the lunch at BrandSmart 2015.

creativecirclesquare

2:00 - 3:00 PM Branding Roundtable: Collaborating for Relevance

Branding Roundtable: Collaborating for Relevance

 Chuck Kent, moderator of Branding Magazine’s monthly Branding Roundtable, will lead client/agency teams in a discussion of the kind of collaboration it takes to maintain and leverage brand relevance.   Attendees will learn, from real world examples:

  • How relevance is defined now – beyond the buzzword – as a practical, daily pursuit
  • The best ways to stay abreast – and even ahead – of customers needs and desires
  • How agencies and clients can best work together to integrate the people, skills and departments required to create and deliver a relevant, total brand experience.

There will also be time for questions.

PANELISTS:

Julie Springer
Chief Marketing Officer, Corporate Marketing
TransUnion

Bob Domenz
Founder & CEO
Avenue

Tim Simonds
Chief Marketing and Engagement Officer
Kellogg School of Management

Scott Davis
Chief Growth Officer
Prophet

MODERATOR:

Chuck Kent
Brand Strategist
Branding Magazine

3:00 - 3:30 PM - Bridging to Change

Bridging to Change

Heidi Petz, Vice President, Marketing, Valspar

Key takeaways:

  • Preparing the organization to build and evolve a meaningful consumer brand starts with an idea.  Every idea needs a champion…you.
  • Start with the end in mind – what time horizon are you planning for?  What needs to be true when you arrive?  Every step along the way is an intentional piece of the bridge.

logo-valspar-redAfter participating in this session, attendees will have learned:

  • The hard stuff…
    • Understand the inflection points that mark the story of your brand, and company…learn to anticipate the next one
    • Readying yourself…put on your sales hat and stretch your muscles
    • Readying your team and key supporters…enlistment takes times time,  patience and big ears
    • Declare your intentions, and then declare your intentions again
  • The harder stuff…
    • Assessing the team, capabilities and gaps…making tough calls
    • Creating the right processing, tools, visibility and accountabilities…and leading by example
  • The really really hard stuff..
    • Taking the first step – and there will be risks, there will be non-believers
    • Sticking to your guns, the consummate champion

3:30 - 4:00 PM - Afternoon Break sponsored by Mondo

Chicago AMA would like to thank Mondo for sponsoring the afternoon break.

mondosquare

4:00 - 4:30 PM - Mission-Driven Customer Experience Design. Marketing is the Least of Your Worries

Mission-Driven Customer Experience Design.  Marketing is the Least of Your Worries

Lisa Roundtree, Vice President, Marketing Strategy and Customer Experience, Capital One

Capital oneReal world lessons from the trenches with Lisa Rountree, an experienced brand strategy executive whose 15+ year career has spanned world-class brands operating at very different places along the mission maturity curve.  Drawing on her experiences at Disney, The Hershey Company and Capital One, Lisa will cover the often overlooked change management, tools and infrastructure needed to make your shift “stick”

4:30 - 5:00 PM - Building Brands One Conversation at a Time

Building Brands One Conversation at a Time

Andrea Javor, Senior Director Global Digital and Media, Beam Suntory

beam-suntory-logo2In today’s world where deeply emotional consumer sentiment can be harnessed for brand equity, Beam Suntory has focused on building 1:1 engagement with consumers.  Leveraging these singular conversations requires new thinking which is reflected in two recent initiatives. Their “Social Care” approach has merged customer care with marketing and put consistent, relevant, timely dialogue at the center of a channel-agnostic marketing strategy.  And the successful “Opinions Welcome” campaign for their single malt scotch brand Laphroaig demonstrates the benefits of embracing all consumer feedback, both the good and the bad.

Check out the video interview with Andrea:

5:00 - 5:30 PM - Branding From the Inside Out

Branding from the Inside Out:

How (and why) TransUnion launched its new brand primarily with its employees

 – Julie Springer, Chief Marketing Officer, Corporate Marketing, TransUnion

transunionnewKey takeaways:

-Why internal branding is key to successfully changing external brand perceptions

-How to reignite passion in your employees and why this is so important

-How to engage your employees to deliver a better brand experience

5:30 - 6:30 PM - Cocktail Reception Sponsored by Jacobs Agency

Thank you to Jacobs Agency for sponsoring the reception:
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