Brand Management Committee Meeting

Welcome and Opening Remarks (11:00AM - 11:15AM EST)

Session I. Igniting Cultural Movements: A Blueprint for Brand Building (11:20AM - 11:55AM EST)

We will delve into key strategies for identifying cultural trends and aligning brand values with the passions of your target audience. With the advent of AI technology, brands can now optimize messaging and turbocharge movements by analyzing data points that reveal where cultural movements are gaining traction. By leveraging these insights, brands can allocate resources effectively, ensuring that their efforts are directed towards initiatives with the highest potential for impact. Through case studies and real-world examples, we will examine successful brands that have sparked movements, highlighting the essential components of their strategies. Participants will leave with actionable insights on how to cultivate a brand that not only stands out in a crowded market but also inspires and mobilizes consumers towards a shared purpose.

Join us to discover the vital role that cultural movements play in modern branding and learn how to effectively harness the power of AI to drive brand growth and societal impact. Together, we can redefine what it means to build a brand in today’s culturally rich landscape.

Speaker:
Scott Goodson, CEO/Founder, StrawberryFrog

Session II. From Manuscript to Marketplace: Turning the Page on a New Structure (12:00PM - 12:35PM EST)
Inspired by the “Shards of Glass” phenomenon outlined by Axios, we’re taking a new approach to marketing strategy at Random House Publishing Group to break through the noise of today’s distracted marketplace. We reimagined our Consumer Objectives, Campaign Styles, Creative Briefs, Sales Goals, Personnel Structure, and Budget Management to ensure our books and our team achieve unparalleled success.

Speaker:
Kristin Fassler, Senior Vice President, Marketing Strategy & Engagement, Random House Publishing Group

Closing Remarks (12:40PM - 1:00PM EST)

**Schedule subject to change

SPEAKER BIOS

Scott Goodson

Scott Goodson is the founder and CEO of StrawberryFrog, a pioneering creative advertising agency that developed and leads the practice of Movement Marketing. His entrepreneurial portfolio includes MachWon, a cutting-edge Gen AI agency; Inplural, specializing in product and experience innovation; and StrawberryFrog Media.
Under his leadership, these agencies have earned numerous industry accolades while crafting transformative campaigns for global brands including Emirates Airline, Google, Truist, Northwell, and Walmart. A bestselling author, Goodson is recognized as a thought leader in marketing and innovation. He frequently shares his expertise through lectures at prestigious institutions such as Cambridge, Columbia, and Harvard Business Schools. His insights on brand building and cultural movements have established him as a compelling voice at the world's most influential conferences. Goodson resides outside New York City with his wife Karin and their two sons, Ellis and Jacoby.

Kristen Fassler

Kristin Fassler is the senior vice president and director of marketing strategy and engagement for the Random House Publishing Group at Penguin Random House U.S. She oversees the creation and implementation of the consumer marketing, branding, and social strategies for 900 fiction and nonfiction titles annually, and supervises a staff that works on title marketing, marketing design, consumer insights, websites, and enewsletters. Her role emphasizes leveraging marketing expertise and data across different imprints to strengthen publishing programs and develop bespoke marketing strategies.  With over 30 years of industry experience, Kristin has held a variety of jobs in sales, marketing, and publishing strategy, and has worked on campaigns for bestselling authors including John Grisham, Danielle Steel, Diana Gabaldon, Julia Child, Dan Brown, Toni Morrison, Margaret Atwood, and George R. R. Martin.