SESSION TOPICS

What’s Next? The topics that will be discussed at the Liquid Brand Summit 2008 include the most pressing issues that brand marketers face in today’s changing marketing landscape. The objective is to identify the best practices being used for each of the topics. The round table discussions will give attendees an opportunity to explore issues that are specific to their current circumstances and learn how other companies are addressing similar challenges.

Session 1

How green is your brand? And, why should I care?

Session Leader: David Roman, HP
The impact that technology has on the environment is enormous - yet, the impact that environmental issues are having on technology brands may even be bigger. Consumers are being influenced by their perceptions of whether or not brands are environmentally responsible - while VCs are pouring billions into green companies. What does this phenomenon mean for brand marketers? How is this trend affecting technology brands? What are the strategic implications and the tactical action items? What can brands do to embrace green practices and leverage the goodness associated with doing the right thing for the planet?
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Session 2

Extending brands in new digital media. How to take advantage of mobile marketing?

Session Leader: Joan Delfino, Adobe
In 2008 larger portions of marketing budgets will continue to shift to digital media with much of the attention on new platforms like mobile marketing. Many brands are looking for ways to take advantages of recent advances in handsets and services that are making new content and entertainment experiences possible worldwide. How do brand managers take advantage of mobile marketing? How much priority should it be given and how can it integrate with other digital programs? Learn about the latest ways brands are delivering compelling one to one mobile experiences that creates new relationships with customers.
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Session 3

Are tech brands ready to invade the living room?

Session Leader: Tony Lee, TiVo
For years we’ve been waiting. Finally, we have the devices, the software, and the bandwidth to deliver all forms of digital content so consumers can enjoy it from the comfort of their couch. Technology brands are vying to own “the ten foot experience” - yet this is new territory for many tech brands. How do brands convince consumers that this is for real? How can brands communicate the value proposition without talking about “speeds and feeds”? What can brands do to deliver experiences that capture the consumer’s heart and imagination? What are the challenges and opportunities for brand building in the living room?
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Session 4

Challenger brands: The David and Goliath story.

Session Leader: Scott Erickson, Zune
Once upon a time there was a giant brand that dominated the marketplace. Smaller brands were crushed by huge budgets and powerful distribution channels. Then, a little known brand used a new weapon to upset the order of things - and succeeded against all odds. In the technology world, this story is happening every day. The rules have changed, and - more than ever before - unknown brands have an opportunity to capture marketshare away from established brands. How are challenger brands succeeding? What does this mean for more established brands? What are the strategies and the tactics that can be implemented to succeed as a smaller brand - or to stay relevant as an established brand? What are the factors that are enabling this trend?
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Session 5

Co-Branding / Co-Marketing: Plenty of opportunities and many pitfalls.

Session Leader: Jennifer Barbour, Intel
Most technology brands are part of a larger ecosystem, and they are realizing that there are many benefits in partnering with other brands - such as sharing marketing costs, reaching more people, and leveraging the power of other brands. However, the road to co-marketing and co-branding is also fraught with potential pitfalls like alienating potential customers, diluting messages, and confusing consumers. What should brand managers consider before entering into these arrangements? What insights can guide decisions? How do you create a win/win for both brands?
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Session 6

Brands as facilitators – Ways to engage in two way conversations.

Session Leader: Nick Chavez, Yahoo
Consumers are turning away from traditional advertising that seeks to control. Instead they are taking control of finding information, seeking and making product recommendations. How do brand marketers navigate this new landscape? What are the right and wrongs ways to engage customers in a two way conversation? Learn how some of the best brands build community around their users and the results they’ve achieved when they facilitate not mandate the conversation.
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Session 7

Co-Creation: What do customers know and why should brands listen?

Session Leader: Rod Swanson, EA
Tech brands are discovering the potential benefits from the direct involvement of customers in the design of their products and services. This approach to product development is called co-creation, and it is emerging as one of those trends that will have a major impact on brand building. How can brand marketers leverage the input of their customers to develop better and more successful products? What are the best ways to solicit insight? How do you incorporate your customers’ feedback - while staying true to your brand vision? Which brands are doing this well and how?
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Session 8

Brand Overload: How do you get them to choose you?

Session Leader: Kevin McSpadden, eBay
In today’s world, there are more choices than ever. For almost every brand there are numerous alternatives trying to convince you that they’re better than the rest. For technology brands, this gets even more complicated because the products and services are constantly evolving, the lifespan of brands continues to get shorter, and emerging technologies keep disrupting the status quo. Yet, some brands seem to rise to the top – while others struggle to capture people’s attention. How do brand marketers establish their brands as the best choice in this complex landscape? How do brands build relationships that outlast product cycles? How do marketers develop successful positioning strategies in a constantly changing environment? How do brands break through the clutter and establish emotional connections and brand preference?
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Session 9

How do brands penetrate emerging markets? What about China and the rest of Asia?

Session Leader: Michael Tatelman, Dell
The world is getting smaller, yet the marketplace is expanding - fast. Very fast. In today’s global economy brands need to evaluate the impact of the emerging markets. These are places that offer the most opportunity for growth - yet, they are far away and very different from established markets - like the US. So, how do brands grow in Asia? What is the best way to reach these audiences? How do successful brands adapt to such a cultural diversity that sets new standards fro globalization? What are the challenges that brands face as they compete overseas? What are the strategies and the executional tactics being adopted by companies that are making an impact today?
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