Brand Building

This compilation of resources on green marketing and sustainability includes best practices, ANA member case studies, and information on federal guidelines on green and sustainable marketing.

Lawrence DiCapua, senior manager, interactive marketing/CRM at Pepsi, discussed how Pepsi partnered with its agency to develop creative and dynamic email templates for internal communication that delivered significant results.

Roger Adams, chair of the ANA Brand Management Committee, discussed results of an ANA survey on brand movements and building emotional connections with consumers.

Christine M. Owens, senior vice president, communications and brand management at United Parcel Service, Inc. (UPS), discussed how the brand trains it employees to project and protect the company's core values.

Dan Germain, head of creative at Innocent Drinks, discussed how the brand is working to make its products interesting, not just healthy.

Steve Cannon, vice president, marketing, Mercedes-Benz USA, discussed how Mercedes-Benz formed two online customer advisory councils and the impact that those groups have had on the brand.

Brand perception and relevance can shift at a rate that far outpaces most organizations' ability to manage it making the need for consistency and clarity even more vital. IDEO designer and practice lead Clark Scheffy discussed the value of asking the right questions and integrating design thinking into your creative process and presented case studies on brand growth.

Sandra Howard, director of advertising, Southwest Airlines Co., discussed the strategy behind the airline's "bags fly free" messaging.

Jodi Allen, vice president, North America baby care, The Procter & Gamble Company, discussed Pampers' strategy for connecting with new parents.

Kelly Hoyman, regional marketing manager, McDonald's, and Matt Griffin, account director, DDB, discussed the launch of McDonald's premium coffee in the challenging environment of Seattle, home of Starbucks.

Sandy Rogers, managing director and practice leader, customer loyalty practice, FranklinCovey, discussed how marketers can obtain more reliable customer service measures.

Millie Tan, CMO and SVP, Quintiles, and Allison Womack, managing director, Doremus New York, discussed how Quintiles, a biopharma partner company, consolidated their four disparate brands under one umbrella to create a new biopharma category and a new Quintiles communications platform.

Firouzeh Murray, brand leader, small business division, Intuit, and Michael D'Esopo, senior partner, brand strategy, Lippincott, discussed Intuit's decision to create an Intuit umbrella brand to house its well-known products, such as TurboTax and Quick Books.

Bill Stabile, senior director, brand & marketing communications, Siemens Corporation, shared the strategy behind Siemens’ attempts to Americanize their brand and break down silos within the company.

Kathryn Barrett Park, senior counsel for advertising and brand management, General Electric Company, and Jeffrey Greenbaum, partner, Frankfurt Kurnit Klein & Selz PC, took marketers though what is cold, warm, hot, and green in environmental marketing.

Jez Frampton, global CEO, Interbrand, Eileen Lynch, head of global brand strategy, Thomson Reuters Corporation, and Jim Gregory, CEO, CoreBrand, participated in a panel presentation on brand valuation moderated by Bob Liodice, CEO, ANA.

David Spare, vice president, marketing, Dole Food Company, Inc., shared Dole's seven-step innovation process.

Jaime Weston, director, brand management and integration, National Football League, discussed how the NFL develops a strong emotional brand connection with their consumers.

Trudy Hardy, manager at MINI marketing, and Chris Cardinal, group business director at Butler, Shine, Stern, & Partners, discussed how magazines played a key role in the campaign to launch the MINI Cooper Clubman and changed perceptions among early adopters with unexpected print executions, including a triple cover and integrated content within cutting edge publications.

Pete Blackshaw, EVP, digital strategic services, Nielsen, shared a broad spectrum of digital trends impacting marketers today.

Sue deLeeuw, senior director, corporate brand marketing at Blue Shield of California, discussed how her company used social media and digital tools for a product that allows consumers to rate and review their experiences with the brand.

Steve Smith, chairman of the ANA Senior Marketers Think Tank Committee, discussed how Enterprise used brand tracking studies to justify consumer marketing.

Tony Pace, senior vice president and chief marketing officer of the Subway Franchisee Advertising Fund Trust, discussed how Subway is using branded message integration to better connect with consumers.

Shannon Schaefer of Founder of EcoSet Consulting, LLC, and John Lick, executive producer at Target Corporation discussed how companies can reduce the amount of waste they produce on television commercial productions.

Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.

Stephen F. Quinn, executive vice president and chief marketing officer, Walmart U.S., Walmart, discussed Walmart's efforts to continue to provide their customers with solutions that will allow them to "save money, live better" during this economic downturn.

Bob Kennedy, director of global advertising, McAfee, and Geoffrey Gougion, managing director, Tribal DDB, discussed McAfee's H*Commerce campaign, which is geared toward raising consumer awareness about cyber crime.

Russ Neale, brand manager at Mars Petcare U.S. Inc., and Parker Barnum, account director at TBWA\Chiat\Day, discussed how Pedigree created an award-winning campaign based on consumer insights and cause marketing.

Roger Adams provided the key highlights of the fundamentals of brand management and pointed to Michelin and Chick-fil-A as companies that have strong brand positioning statements.

Gerard Meuchner, director of corporate communications and public affairs, Eastman Kodak Company, discussed Kodak's "FAST" program, which is geared towards creating and sharing a common set of internal operating principles throughout the Kodak organization.