Unlocking Brand Growth: How Leading Marketers are Driving Impact and Measuring Value (Virtual Only)

WELCOME REMARKS

Stephanie Fierman

EVP, Head of the Brand Practice ANA

A BLUEPRINT TO DELIVER BRAND VALUE

For the first time, Kantar has analyzed years of proprietary attitudinal data combined with behavioral data to create a Blueprint for Brand Growth that any brand can use to improve brand equity: that is, the connections in consumers’ minds that make your brand easy to choose. Learn about the three Growth Accelerators and three Behaviors that strong brands have in common, which activities make the biggest difference, and how to track and predict the most important metrics.

Marc Glovsky

Senior Brand Strategist Kantar

BRAND VALUE AT THE LEGO GROUP

This presentation will provide an overview of how the LEGO brand creates value for consumers, and how the company continually assesses that value and tailors its brand, marketing and innovation efforts accordingly.  It will start with an overview of the importance of having a strong brand, and therefore of measuring and managing brand health.  It will then provide an overview of the sources of value at the LEGO brand provides to consumers, and how brand health is measured and managed. 

Michael Moynihan

Sr. Vice President of Brand, Marketing, Insights and Partnerships The LEGO Group

BRAND VALUE 101 – HELPING YOU SPEAK THE CFO’S LANGUAGE

This session bridges the gap between marketing and finance, giving brand leaders the tools to communicate the value of brand in terms CFOs understand. Drawing on Brand Finance’s global expertise in brand valuation and business impact, we’ll explore how to align marketing metrics with financial performance, make the case for brand investment using hard data, and build stronger cross-functional partnerships through a shared language of value.

Alfred DuPuy

Valuation & Strategy Director Brand Finance

THE IMPACT OF CONNECTION: BUILDING TRUST THROUGH INNOVATION AT MASTERCARD

Mastercard is on a mission to create deeper, more meaningful connections with consumers, thereby outpacing competitors by leading with innovation, purpose, and trust. From the multisensory evolution of its brand – symbol, logo, sonic identity, haptic brand, restaurants, fragrance, and more – to inclusive, breakthrough initiatives, Mastercard continues to stand out by standing up. In this session, discover how your brand can build trust by tapping into both functional and emotional levers to drive preference.

Cheryl Guerin

Executive Vice President, Global Brand Strategy and Innovation Mastercard

CLOSING REMARKS

Stephanie Fierman

EVP, Head of the Brand Practice ANA