Phil Barden Book Review The Power of HabitPhil Barden is the author of Decoded: The Science Behind Why We Buy. For years, a masterfully effective marketer in senior and international roles for Unilever, Diageo and T-Mobile, Barden is coming from London to lead a workshop, teaching an approach widely heralded as the practical application of Kahneman’s Nobel Prize-winning work to everyday marketing. He’ll cover the latest findings on the subconscious influencers of brand preference and decision making (including product design and positioning); implicit cues that can be used to leverage them; and how to convert touchpoints (from packaging design to advertising to POS) into more influential interfaces with consumers. (All attendees will receive a free copy of his book.)
Erika_Blaney Erika Blaney, VP of Marketing for Bunchball, will teach how to add game dynamics to sites and services in a way that habituates behaviors while driving loyalty and revenue. Her expert tips on leveraging gamification will be drawn from Bunchball clients like ESPN, Kimberly-Clark, Coca-Cola, Wendy’s, Urban Outfitters, Southwest Airlines, Boston Heart Diagnostics, Warner Bros., Clorox, Ford and Mattel.
Pat_Meier_90x135 Adam Bleifeld is VP of WOBI (World of Business Ideas), the global business-multimedia company that covers advice on innovation, leadership and more. It includes the most popular content from WOBI’s famous conferences—World Business Forum and WOBI on Innovation, which are held in New York and increasingly, around the world. Adam’s day-to-day responsibilities include habituating attendance at these annual events; driving WOBI content and its use by subscribers. In these roles, Adam also works with the thought leaders speaking at these events, like Howard Schultz, Sir Richard Branson, Bill George, Bill Clinton and many others. A keen observer of their leadership habits, he’ll share one in particular with Brandworks attendees.
Davidson_Richie_home12_6607 Dr. Richie Davidson, named by Time Magazine as one of the 100 most influential people in the world, is a Professor of Psychology and Psychiatry and Founder and Chair of the Center for Investigating Healthy Minds at the Waisman Center at the University of Wisconsin. He’s considered by many to be a future Nobel Laureate because of his revelatory discoveries on the brain’s ‘plasticity.‘ That is, how specific mental exercises, when practiced systematically over time, can lead to enduring changes in brain structure and function, habituating the more productive behaviors needed for a healthier life or more effective performance in the workplace. He and his findings have been featured on ABC’s Nightline, NPR, Oprah, The Charlie Rose Show and in the Harvard Business Review. He is co-author of the book The Emotional Life of Your Brain and the recipient of numerous awards.
Duhigg, Charles Book Review The Power of HabitCharles Duhigg is the author of The Power of Habit: Why We Do What We Do in Life and Business. A business reporter for The New York Times, he will share what science has now revealed about how and why habits work, and how to create new habits. Drawing lessons from his research into Starbucks, P&G, Target and others, he’ll detail how many brands have achieved enormous success by building on and altering people’s habits—and in a transformational workshop—teach how attendees can, too. (All attendees will receive a free copy of his book.)
BJFogg B.J. Fogg is an experimental psychologist and expert in changing human behavior. CNN and Fortune Magazine describe him as “one of 10 gurus you should know”. At Stanford, B.J. founded and directs the Persuasive Technology Lab where his team focuses on methods that can create habits. Among those he’s trained are innovators who now create products for Facebook, Google, Apple and Instagram. His books include Persuasive Technology: Using Computers to Change What We Think and Do. And because technology—especially mobile—will be the most powerful way to influence consumers in the next decade, he has also founded and directs Stanford’s Mobile Health Conference. Outside of Stanford, B.J. consults with many in the health care industry. Other clients he’s served include P&G, Nike and AARP. At Brandworks, B.J. will lead a hands-on workshop covering how to identify the targeted behavior that’s key to developing a habit. He’ll also cover how to trigger the behavior over and over using the right recipe and most appropriate ingredients like gamification, choice architecture and others taught at Brandworks.
DebGiampoli Deb Giampoli is the Director of Global Strategic Agency Relations at Mondelez International (formerly Kraft Foods). One of her roles is serving as a ‘marriage counselor’ for the relationship that brand teams have with their ad agencies. So from experience—as well as her Master’s Degree in Counseling—she’ll teach the habits of successful client/agency partnerships that her company has correlated to the quality and effectiveness of the work the agency produces.
Marsha Lindsay Marsha Lindsay is CEO of Lindsay, Stone & Briggs, the ad agency that specializes in the successful launch of new brands and new products, as well as the makeover and relaunch of brands so they live up to their full potential. Of all the responsibilities marketing executives have, launches and relaunches are famous for being the most challenging. To increase your future odds, Marsha will share what research reveals to be the leadership habits most common to those effectively jumpstarting brands.
Lurie, Bob_web Bob Lurie is Senior Director at Monitor Deloitte (Deloitte’s strategy practice). His specialty is helping top executives craft growth strategies. He identifies new opportunities and businesses, then designs and implements initiatives to build and integrate the marketing, sales and innovation skills necessary to drive and sustain the growth opportunity in an organization. Bob joined Monitor in 1985 and in 1993 founded their Marketing2Customer practice-area. Since then, Bob has developed many of the firm’s key methods and analytical tools, pioneering many new approaches to insight generation. As a result, Bob has increased the growth rate for brands across many industries, including consumer durables and packaged goods, financial services and engineered products. His wisdom has been widely valued in publications like the Journal of Business Strategy. Prior to Monitor, Bob was on the economics faculty of Brandeis University and a staff consultant on the President’s Council of Economic Advisors. At Brandworks, Bob will explain how the lack of respect many marketers have for the power of habituated behaviors and rituals has limited their company’s growth. With insights and cases of successful innovations, he’ll teach attendees how to identify the opportunities with potential for your brand in the existing habits and rituals of people, how to commercialize them and share advice for their successful marketing.
On Your Feet was born in the world of improv, but over the years the troupe has grown to become a worldwide consultancy that uses experiential techniques to help organizations relate, communicate and be more innovative. Based on experiences from their own successful collaboration as well as with their clients Nike, Philips, GE, Intel, Audi, IKEA, Apple and the BBC, they’ll teach the habits of highly innovative teams so applicable to new product concepting, naming, content creation and fresh solutions to long-standing marketing challenges.
Riddle, Robin_web Robin Riddle is Global Publisher of WSJ Custom Content StudiosThe Wall Street Journal’s in-house content marketing agency. With insights and advice based on the latest data and cases, he’ll detail how peoples’ ability to access news, entertainment and information online are changing media habits, the purchase funnel and the role of marketing. And since every marketer is finding it harder than ever to reach and influence the consumer, he’ll advise attendees how to create a successful content marketing strategy, one that doesn’t just engage, but works to habituate content consumption. Robin’s advice comes from years of experience: At WSJ, he’s responsible for developing and producing content-rich marketing programs either co-branded or white label, aimed at serving any client’s target audience and designed to live across shared, earned, owned and paid channels, on a local or global scale. Prior, Robin spent 15 years at The Economist, most recently as VP of Content Marketing & Events. Across his career, his content innovations have included posts, feeds, rich media units, tweets, white papers, advertorials, video, data visualization, infographics, quarterly magazines, monthly newsletters, apps, microsites and digital ads. He’s worked with many of the world’s leading brands in the US and Europe: IBM, Chevron, Intel, Oracle, Manpower, HP, Dell, Lexus, SAP and Cisco. Awards he and his teams have won include those for work with BMW, BNY Mellon, Lincoln Financial and T. Rowe Price.
NickSouthgate-80 Nick Southgate is one of the world’s leading account planners with expertise in how consumers can be guided to make the choices marketers want by presenting them a certain way. Known as ‘choice architecture,’ Nick will teach how to find (from the behavioral sciences) more and better insights influencing choice, then how to use the insights to craft more effective creative, media and interactive strategies including the briefs that inspire them. Nick is the Behavioral Economics Consultant at the U.K.’s Institute of Practitioners in Advertising. Over the years he has helped many brands in their quest to habituate people’s behaviors, including Unilever, Expedia, 10 Downing Street, the BBC, Kerrygold Butter, Sensodyne, Toshiba, Sprite, WARC, The School of Life and many B2B marketers.
KenStrasma_cv Ken Strasma is an expert in gathering, analyzing and modeling data to uncover people’s habitual behaviors and thus predict how people will think and act if presented with certain messages via specific media strategies. Ken is one of the pioneers in this field. He gained national prominence when serving as the targeting director for Barack Obama’s successful 2008 campaign for President. Since then, the insights of Ken and his team have fueled Michael Bloomberg’s successful 2009 mayoral race, President Obama’s 2012 reelection, and hundreds of campaigns in the U.S. and for international clients on four continents. As co-founder and CEO of HaystaqDNA, Ken now serves Fortune 100 businesses and some of the world’s most influential non-governmental organizations. He is the author and subject of numerous articles in Fast Company, Harvard Business Review and The New York Times.


Brandworks University is an invitation only event. If you’d like to see if you qualify for an invitation, write us at [email protected]