27 - 28 January, 2011

Read about last year’s conference.

Benefits of attending

• Capitalize on your corporate image and reputation
• Build brand leadership through internal communication
• Gain new insights into social media and the Internet on brand management
• Learn new ways to leverage your brand promise
• Achieve brand differentiation in a cluttered marketplace

Who should attend

If you manage your corporate image and brands in your organization, this conference was designed for you. We will cover all the important elements of successful brand creation, implementation, and measurement both on-line and off-line. Moreover, our pre-conference seminar covers the latest trends and solutions when using social media to build your brand.

Agenda

Thursday, January 27, 2011

Registration and Continental Breakfast 8–8:45 am

Welcome and Opening Remarks 8:45–9 am
Lee Hornick, Program Director, The Conference Board

A 9–10 am

Survival of the Fittest: Dealing with the New Corporate Image Realities

Thomas F. O’Toole, Chief Operating Officer, Mileage Plus Holdings, United Airlines Corporation

Networking Refreshment Break 10–10:30 am

Concurrent Session B1 10:30 am–noon

Corporate Branding: Engaging Stakeholders in New and Different Ways

Hampton Bridwell, President and Chief Executive Officer, BrandLogic
Dr. Robert Eccles, Professor of Management Practice, Harvard Business School
Lee Green, Vice President, IBM Brand Experience and Strategic Design, IBM Corporation

Concurrent Session B2 10:30 am–Noon

Integrating Social Media into Your Brand: Capitalizing on Motivations, Perceptions and Preferences through Blogging and Social Networks

Kathy O’Reilly, Director Social Media Relations, Monster.com
Shari Stein, Vice President, Corporate Marketing and Brand Management, Standard & Poor’s Financial Services
Chuck Hansen, Vice President, Media Strategy, Macy's

Networking Luncheon 12:15–1:15 pm

C 1:15–2 pm

Achieving Your Brand’s Full Potential

Janet Venturino, Vice President, Marketing Communications, Kaiser Permanente
Debbie Cantu, Vice President, Brand Marketing, Kaiser Permanente

Concurrent Session D1 2–3:30 pm

Internal Branding: Working with Employees to Improve the Brand Experience

Dale Bohnert, Manager, Brand Identity, 3M
Frans Mahieu, Global Director, Marketing and Communications, Kimberly-Clark Healthcare

Concurrent Session D2 2–3:30 pm

Brand Strength and Influence: Succeeding in the Era of Intense Competition

David Wozniak, Assistant Vice President of Brand and Advertising, Lincoln Financial Group
James Cerruti, Executive Vice President, Brand Logic
Susan Adler, Vice President, Corporate Planning & Communications, Sunovion Pharmaceuticals Inc.

Networking Refreshment Break 3:30–3:45 pm

Concurrent Session E1 3:45–5:15 pm

Brand Equity Management: Growing the Value of your Brands

Larry Friedman, Chief Research Officer, TNS
Melinda Smith de Borrero, Executive Vice President, TNS Brand & Communications, TNS

Concurrent Session E2 3:45–5:15 pm

Brand Revival: Embracing Creativity and Technology to Revive your Brand

Ray Baird, Founder, RiechesBaird
Grant Johnson, Chief Marketing Officer, Pegasystems
Deborah Van Valkenburg, Director, Marketing, PNC Bank

Cocktail Reception 5:15–6:15 pm

Friday, January 28, 2011

Continental Breakfast 8–8:30 am

F 8:30–10 am

Opportunities, Strategies and Trends in Building a Great Corporate Image

Moderator
Lee Hornick, Program Director, The Conference Board
Panelists
Peter Firestein, President, Global Strategic Communications, Inc.
Sher Taton, Digital Marketing Manager, CIGNA HealthCare
Terry Rakosky, Vice President, Brand Marketing, Stanley Black & Decker
Deborah Wall, Customer Insights Leader, GE Capital Americas

Networking Refreshment Break 10–10:15 am

G 10:15–11:30 am

Driving Branding Decisions: Using Data, Metrics and Analytics

John Derbick, Assistant Vice President, Global Brand and Marketing, MetLife

H 11:30 am–12:30 pm

Reality Branding in a Changing World

Emilio Pardo, Executive Vice President, Chief Brand Officer, AARP
James Wiseman, Chief Communications Officer, Group Vice President, Corporate Communications, Toyota Motor North America

Conference Adjournment 12:30 pm

For speaking and sponsorship opportunities, please contact Casey Greenzweig at casey.greenzweig@conferenceboard.org.