Thursday, January 27, 2011
Lee Hornick, Program Director, The Conference Board –
Survival of the Fittest: Dealing with the New Corporate Image Realities Effective brand management goes well beyond the basic marketing tools. It requires an integrated approach to ensure consistency of your corporate message and identity throughout all aspects of your business. During this session, you will hear about the merger of United Airlines and Continental Airlines to create one of the world’s largest branded airline.
Thomas F. O’Toole, Chief Operating Officer, Mileage Plus Holdings United Airlines Corporation
Corporate Branding: Engaging Stakeholders in New and Different Ways
A corporate brand is a company’s most valuable asset. It engages an organization’s full range of stakeholders in a relationship that drives growth. But a corporate brand can also be difficult to manage. The challenge is to manage the brand to its fullest potential. During this session, you will learn how to create and protect a strong corporate brand.
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
Integrating Social Media into Your Brand: Capitalizing on Motivations,
Perceptions and Preferences through Blogging and Social Networks Today’s customer is tweeting, texting, emailing, communicating with friends via Facebook, and commenting, often in real-time. The challenges and opportunities of branding in a social media world are enormous. The future of social media is about deeper integration into the overall brand experience. During this session, you will learn new ways to integrate social media into your brand.
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