Panel:  Refreshing Your Brand

Reinvigorate an established image to make yourself always new, always relevant.

 

Panelists:

Scott Baldwin, Marketing Manager, Nature Valley granola bars, General Mills

Corey Provine, Senior Brand Manager, Maxwell House (US), Kraft Foods

Mason Reed, VP, Group Account Director, Business Development, CP+B

Kathryn C. Sattler, Global Director, Budweiser Innovation & Renovation, Anheuser-Busch InBev

 

Established brands benefit from a heritage of quality, deeply-rooted meanings and a strong relationship with consumers. Their longevity reflects their quality, but these tried-and-true brands can get tired as consumer tastes evolve and the competitive landscape changes. Marketers can keep their brands fresh by redesigning packaging, line extensions, or new advertising communications that enhance their brand, attracting new users and maintaining loyal consumers. This panel explores the ways in which marketers refresh their brands, while staying true to loyal customers by preserving the essence and quality of their offering.

 

Panel:  Be Well

How the public (and private) faces of companies respond to social and regulatory pressures to be health-oriented through marketing and product design.

 

Panelists:

Scott Baldwin, Marketing Manager, Nature Valley granola bars, General Mills

Chris Stevens, Vice President Corporate Relations and Customer Development, Keurig Inc.

Wilfred de Guzman, Brand Manager, Capri Sun, Kraft Foods

Jennifer Pfahler, Executive VP, Wellness 360 

 

Health and wellness has moved to the forefront of public discourse with rising rates of obesity, diabetes and heart disease. Our world is changing. California does not permit the sale of soda in schools. Regulators are focused on limiting the advertising of unhealthy food to children. Non-profits are opening groceries in underserved areas. CPG companies and marketers have responded to the rising health and wellness trend in a number of ways, including  expansion of their portfolios, and changing their formulations or the way they advertise. This panel explores the ways in which CPG companies contribute to making our world a healthier place,  using health and wellness as a platform to strengthen their brands and grow their businesses.

 

Panel:  Customer Loyalty

We Love You Too - Nurturing customer loyalty and making it work for you. 

Panelists:

Tom Haley, Director of Loyalty Marketing, Staples

Sherry Jhawar, Marketing Director, EOS Products

Netta Kivilis, Sr. Marketing Manager, MYHABIT, Amazon