Driving Branding Decisions: Using Data, Metrics and Analytics In order for a company to calculate the value of its brand and justify investing in that brand’s development you need to evaluate its brand’s performance using a set of measures and metrics. During this session, you will hear how a top organization uses various forms of data, metrics and analytics to grow the brand.
John Derbick, Assistant Vice President, Global Brand and Marketing, MetLife
Reality Branding in a Changing World To effectively brand in today’s marketplace you must create a unique brand personality that communicates both on-line and off-line. Reality branding is about touching people on a visceral level. This helps build a connection between percep- tion, experience and reality. During this session, you will gain insights into shaping your brands during changing times.
Emilio Pardo, Executive Vice President, Chief Brand Officer, AARP James Wiseman, Chief Communications Officer, Group Vice President, Corporate Communications, Toyota Motor North America