From Promise to Proof: Aligning Brand and Experience for Growth (Virtual Only)

This event is over.

Today’s customers don’t separate what your brand says from what it does. Every interaction—digital, physical, human—either reinforces or undermines your brand promise. Yet too often, brand strategy (BX) and customer experience (CX) sit in silos, creating costly disconnects. This session brings together marketers and experts who are pioneering the integration of BX and CX to drive loyalty, advocacy, and business growth. You’ll walk away with fresh insights, case studies, and actionable ways to ensure your brand is not just communicated but consistently lived at every touchpoint.

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, December 9, 2025
11:00am - 11:01am	WELCOME REMARKS Stephanie Fierman EVP, Head of the Brand Practice ANA
11:01am - 11:40am	BRAND AND CUSTOMER EXPERIENCE TOGETHER DRIVE GROWTH Brand experience (BX) and customer experience (CX) are two sides of the same coin, and companies must invest in both simultaneously to deliver the Total Experience and maximize growth. An integrated strategy can increase revenue up to 3.5x — significantly more than focusing on one or the other. In this session, we will explore the components of BX and CX and see several examples of how they come together in a measurement framework to shape acquisition and retention strategies to drive profitable growth. Dipanjan Chatterjee Vice President and Principal Analyst Forrester View Presentation
11:41am - 12:11pm	FROM PROMISE TO PRODUCT: BRINGING BRAND TO LIFE At United, we’re creating the best airline in the history of aviation built around you. In this session, United’s Brand team will share how they’re using design thinking to bring the brand promise to life for all different types of customers across the entire travel journey. Amy Thornton Director, Brand United San Chen Senior Manager, Brand United
12:11pm - 12:42pm	TYING EXPERIENCE TO GROWTH For Todd, CXO of the AMA and author of the book, The 10-Second Customer Journey, customer experience means a seamless integration of marketing, product, commerce, and service… and when he joined the AMA 9 years ago, he made sure the organization understood that experience would drive growth. Listen as he shares his lessons for making any organization truly friction-free and customer-centric. Todd Unger Chief Experience Officer American Medical Association View Presentation
12:42pm - 1:22pm	TRUST IS YOUR BRANDS PROMISE, KEPT Brand promises mean nothing if customer experiences don't deliver on them. While consumers generally trust the companies with which they do business, that trust fractures when organizations prioritize operational goals over customer value. From AI-powered service that frustrates rather than helps, to personalization that feels invasive, the gap between what brands promise and what customers experience is widening. This session reveals how leading organizations align their capabilities with customer needs to build the trust that transforms one-time buyers into loyal advocates and drives sustainable business growth. Isabelle Zdatny Head of Thought Leadership, XM Institute Qualtrics View Presentation
1:22pm - 1:59pm	USING MARTECH AND AI TO DELIVER EXPERIENCE-LED GROWTH Building a profitable customer experience requires transformation from loosely coupled systems to a real-time platform and connected teams. Salesforce SVP Martin Kihn shows how leading marketers use newer technologies like CDPs and modern applications to evolve their mar-tech stack and get it ready for a hybrid human-AI future. Successful marketing and demand-gen engines improve from the bottom up: from data to applications to advanced AI and agents. Martin Kihn Senior Vice President, Strategy Salesforce View Presentation
1:59pm - 2:30pm	LIFE UNLIMITED… EASY TO SAY, HARD TO DELIVER Spectrum’s Customer Commitment was designed to turn brand aspiration into tangible customer impact. As we evolved from a product- and technology-focused brand to a customer-centric organization, we needed a way to make our promise – Life Unlimited – real and measurable. The Customer Commitment became that bridge, embedding brand values into operations, guiding employee behaviors, and linking marketing with experience delivery. Because while brand promises aim high, delivering on them every day takes structure, alignment, and a little humility. Tim Collins Head of CX Strategy and Insights Spectrum
2:30pm - 2:31pm	CLOSING REMARKS Stephanie Fierman EVP, Head of the Brand Practice ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.