LEARN FROM A WORLD-CLASS FACULTY OF EXPERTS

 



Marsha Lindsay

CEO – Lindsay, Stone & Briggs
THE FORMULA EVERY MARKETER CHARGED WITH GROWTH SHOULD KNOW.
Everyone’s business plan is expected to deliver more growth and profit. Yet, the strategic know-how on what it takes to successfully concept, launch and market innovations is not a widespread competency. In this session, you’ll learn it in the form of a well-researched and vetted formula any marketer can use to increase their odds of success. It will be presented by MARSHA LINDSAY, CEO OF LINDSAY, STONE & BRIGGS. Her ad agency specializes in the successful launch of new brands and the revitalization of brands through the successful launch of new products. Named by Ad Age in 2014 as Small Agency of the Year, the firm serves clients from the Fortune 100 to VC-infused start-ups.


Steve Goldbach

Principal – Monitor Deloitte
HOW TO KNOW WHEN YOU’RE VULNERABLE TO DISRUPTION—OR WHEN OTHERS’ VULNERABILITY CREATES OPPORTUNITY—IF YOU’RE ABLE TO THINK BIG
STEVE GOLDBACH IS PRINCIPAL AT MONITOR DELOITTE, Deloitte’s foremost consulting practice focused on growth and innovation strategies. Headquartered in NYC, Steve serves as Chief Strategy Officer of the Consumer Products Sector, advising companies on how to achieve sustainable competitive advantage. Drawing from more than 20 years of experience helping senior executives make tough strategic choices, Steve will explain how anyone wanting to achieve exponential growth can probably achieve it IF—from the start—they’re prepared to be more innovative even change their business model and marketing strategies.


Brian Quinn

Principal – Doblin
HOW TO COME UP WITH AND FUND DISRUPTIVE INNOVATIONS.
How does one concept a game changer no one else has thought of? For answers, companies from all over the world increasingly turn to Doblin, one of the world’s leading design-driven innovation practices. It’s because of the firm’s deeply researched and vetted professional practice in what works, reflected in their approach (and book by the same name) The 10 Types of Innovation: The Discipline of Building Breakthroughs. BRIAN QUINN, PRINCIPAL AT DOBLIN and the book’s co-author, will speak about the 10 types and how to apply them to your advantage.


Scott Anthony

Managing Partner – Innosight
HOW TO PUT BREAKTHROUGH IDEAS INTO PRACTICE—ESPECIALLY DURING THE PHASES WHEN AN IDEA MOVES FROM CONCEPT, TO PAPER TO MARKET.
Bloomberg Businessweek has dubbed SCOTT ANTHONY “Dr. Disruption.” But the father of disruption—Harvard’s Clayton Christensen, author of both The Innovators Dilemma and Innovators Solution—calls Scott “business partner.” Scott is MANAGING PARTNER of INNOSIGHT, the innovation consulting firm cofounded by Christensen. Considered one of the world’s top thought leaders on how to enable businesses to use disruptive innovation to achieve long-term sustainable growth, Scott’s clients have included Procter & Gamble, Johnson & Johnson, Kraft, GE, LG, Credit Suisse and Cisco. Scott will address how to overcome the challenges associated with putting breakthrough ideas into practice in their first year, where the seeds of later success and failure are sown. He’ll draw from his latest book, The First Mile.


Eric Galler

Chief Marketing Strategy Officer – 3M
HOW TO MAKE YOUR ORGANIZATION AN INNOVATION MACHINE.
With $30 billion in sales and products sold in nearly 200 countries—3M is consistently ranked among the world’s top companies for innovation. From Scotch® Tape to Post-it® Notes, the company has created countless new-to-the-world categories. And 3M continues to thrive by investing in a pipeline that makes them an innovation machine. To survive and thrive in today’s disruptive world, your company will need to become one too. You’ll learn how from ERIC GALLER, 3M CHIEF MARKETING STRATEGY OFFICER.


Steve Bock

CEO – Shinola
WHY SHINOLA’S MISSION TO DISRUPT WORKED FROM THE START.
Few start-ups have been as ambitious as Shinola, which only launched in 2011. Adopting a long defunct brand name from the 1940’s, they specifically chose to headquarter and hire in Detroit at the city’s lowest point. They launched a broad luxury platform including two lines of bicycles, leather goods, linen journals, and retro-style watches. With a mission to disrupt every category they’ve entered, it’s clear from their success the company’s leadership has done many things right. From SHINOLA CEO STEVE BOCK you’ll hear how they’ve dedicated themselves to a higher purpose, use everything to communicate, design products so beautiful people long to own them, build them in the USA, and advertise them aggressively.


David Notari

CEO – Innovation Health
HOW EMBRACING RAPID INNOVATION CAN LEAD TO SURPRISINGLY QUICK RESULTS.
Few industries have had to face mandated disruption like those in health care. But rather than panic, two nationally recognized leaders (Aetna, the health care benefits company, and Inova, the for-profit health care system) chose innovation—even naming the new brand they launched “Innovation Health.” By quickly embracing technological change, data sharing, advanced delivery systems and aligned incentives the new entity achieved its 5-year goal in the first year. From INNOVATION HEALTH CEO DAVID NOTARI you’ll hear how the company’s team approach makes possible the seemingly impossible.


Geoffrey Moore

World’s foremost expert on disruptive innovation
HOW TO QUICKLY SCALE THE ADOPTION OF AN INNOVATION TO THE POINT OF PROFITABILITY.
GEOFFREY MOORE is considered the WORLD’S FOREMOST EXPERT on how a comprehensive program of disruptive innovation can help even those in mature markets grow and thrive. He’ll share a perspective that has made him a valued consultant to leading brands, including Microsoft and Yahoo! Drawing advice from his books, Living on the Fault Line, Dealing with Darwin, Escape Velocity and the 2013 edition of his best seller, Crossing the Chasm, he’ll lay out how to leverage next generation trends with innovation while maintaining core franchises. He’ll compare and contrast the psyches of an innovation’s early adopters with the early and late majorities’. In this comprehensive session, Geoffrey will make clear what it now takes to successfully diffuse and quickly scale an innovation to profitability, applying it to virtually all categories of business. In the process, attendees will no doubt gain perspective on past failures and realize exciting opportunities for the future.


Lindsay Ferris

SVP and Chief Marketing Strategist – Lindsay, Stone & Briggs
HOW TO TACKLE YOUR CURRENT AND FUTURE CUSTOMERS’ CHANGING PATH TO PURCHASE; HOW TO JUMP THE CHASM.
In today’s increasingly complex and fragmented marketplace, most every offering is experiencing disruption in its path to purchase funnel. This session will open eyes on what the future holds due to an omni-channel culture, predictive search, programmatic media buying, the boom in mobile and apps and some truly ingenious and disruptive engagement strategies launched in the last year. This session will also advise attendees on what the changing path to purchase means for modeling in the future—especially when launching innovations with no P2P history. Presenters are MARSHA LINDSAY, CEO OF LINDSAY, STONE & BRIGGS, and LINDSAY FERRIS, LSB’s SVP and CHIEF MARKETING STRATEGIST. Prior to LSB, Ferris was an SVP at McCann, leading the General Mills account. Other brands for which she’s had strategic responsibilities over her career include Coca Cola, Unilever, Burger King, Toro, Wells Fargo, Northwest Airlines, various physician run health organizations, and the Partnership for a Drug Free America.


Margaret Campbell

Professor, Marketing – University of Colorado at Boulder
HOW TO BE PERCEIVED AS COOL.
It’s believed that that any brand or person wanting to be successful must be perceived as “cool” in the eyes of their target. But what defines and drives the cool factor? And can any brand, innovation or communication offering achieve it? Finally, there are definitive answers and you’ll learn them from MARGARET CAMPBELL, PROFESSOR OF MARKETING AT THE LEEDS SCHOOL OF BUSINESS, UNIVERSITY OF COLORADO BOULDER. Margaret has done seminal consumer research on the topic and will reveal what can build “cool” into the concepting and framing of new offerings and marketing communications.


Brian Johnson

Manager of Partnerships, Pinterest
WHY (AND HOW) BRANDS ACROSS ALL CATEGORIES ARE ENGAGING EARLY ADOPTERS AND THE EARLY MAJORITY WITH PINTEREST.
When brands from Intuit to IBM are using Pinterest to engage early adopters and scale, it’s time to examine its magic and determine how any brand can take advantage of it. But it’s not just Pinterest as a platform for the launch of innovations that deserves study, it’s how brands are innovatively using Pinterest. You’ll learn this and more from BRIAN JOHNSON, PINTEREST MANAGER of PARTNERSHIPS. Before Pinterest, Brian held leadership roles at Facebook, ESPN and Yahoo.


Robert Sheard

Former Brand Director – Breville USA
HOW TO ENTER AND DISRUPT A CROWDED CATEGORY TO BECOME ONE OF ITS LEADING BRANDS.
Ten years ago, Australia’s Breville Appliances attempted to enter the packed US small kitchen appliances market. They not only succeeded, they shined by connecting the consumer to their brand with innovative tactics—not the least of which is the now-famous collaboration with Anthony Bourdain. Other wildly successful tactics included a mobile kitchen to educate kids about food prep, the launch of the film Fat, Sick and Nearly Dead (resulting in a three-fold increase of Breville’s juicer line) and the launch of the content site, FoodThinker.com. As the BRAND DIRECTOR of BREVILLE USA, ROB SHEARD was at the forefront of these ingenious and disruptive tactics. A proponent of “a great story is the core of good marketing,” Rob recently moved on to become SVP, Data & Product at Zero Point Zero Production Inc, known for their shows, Anthony Bourdain’s Parts Unknown, The Mind of a Chef, and Meat Eater. You’ll hear many great stories from Rob’s time at both companies, each with a lesson on how to launch and scale a brand.


Erica Gruen

Former CEO – Food Network
HOW TO TURN AROUND A FAILED LAUNCH TO ACHIEVE GREAT—AND SUSTAINABLE—SUCCESS.
ERICA GRUEN was recruited to be CEO of FOOD NETWORK and charged with rescuing it from a disastrous launch. Through shrewd strategies that included a new business model, repositioning, and a brilliantly calculated engagement of early adopters and the early majority, Erica quickly relaunched the brand to huge success that continues today. (Many of her wins were based on new content; smash hits like Emeril Live!, Two Fat Ladies and Iron Chef.) Prior to Food Network, Erica founded Saatchi Interactive. Today, she continues to launch new initiatives, serving as the Secretary on the Board of the James Beard Foundation and as Technical Advisor to the Bill and Melinda Gates Foundation.


Jordan Hyman

Executive Director of Strategic Content – Wall Street Journal
IN A WORLD OF CONSTANT AND OFTEN SENSATIONALIZED BUZZ, HOW TO FIND TRUE INSIGHT AND PROVIDE COMPELLING, MEASURABLE CONTENT.
There’s already more content from publishers, brands and social networks than anyone can consume given other things going on in one’s day. So anyone wanting to affect marketplace dynamics for their brand needs to go beyond “interruption” to the creation and curation of hyper-relevant, exclusive content. As you might expect, this is the currency of the Wall Street Journal Custom Studios (or they wouldn’t be in business). Sharing the best practices they use to advance the business of brands like Mercedes, MetLife, Arizona Tourism and more is Wall Street Journal’s EXECUTIVE DIRECTOR of STRATEGIC CONTENT, JORDAN HYMAN. Before moving into the role last year, he led the sales team for Bloomberg Custom Content, a division he helped launch in 2010. Prior to Bloomberg, Jordan spent 10 years at Time Inc.—five with the Custom Publishing team for Fortune, MONEY and Time, and five with Sports Illustrated’s Custom Content division.


Christopher Stanley

Content Director – WOBI
THE UNDERLEVERAGED LEADERSHIP STRATEGY FOR MARKETPLACE ADVANTAGE: GOING BEYOND STORY TELLING TO STORY MAKING.
Successful leaders know that telling stories is not enough to disrupt the marketplace to their advantage. It takes making the very news the story then conveys. Fortunately for Brandworks attendees, they’ll have a short course in how to do this from someone who’s had the opportunity to advise some of the world’s foremost leaders, including Nobel Prize winners, Prime Ministers, Presidents, CEOs, and top business executives. CHRISTOPHER STANLEY IS CONTENT DIRECTOR FOR THE WORLD OF BUSINESS IDEAS (WOBI), the global multi-channel platform of the most innovative, relevant thought leadership shaping the world of business. He resides in Buenos Aires, travelling extensively to work with leaders in Latin America, the US and Europe.


Telisa Yancy

VP Marketing – American Family Insurance
LESSONS FROM THE JOURNEY OF A DISRUPTIVE MARKETER.
TELISA YANCY has long understood the competitive power of disruptive positioning, products, service and communications. It started when she was Marketing Manager of Owner Loyalty and Retention at Ford Motor Company, deepened when she was VP Global Media and Multicultural Marketing at Burger King, and continues in her current role as VP OF MARKETING AT AMERICAN FAMILY INSURANCE. Telisa will share how competitive advantage starts with the framing of a differentiated vision and mission statement, becomes strategic when put in the form of marketing objectives, must be informed by consumer insight, and is tested and perfected in brand advertising. Among the biggest lessons she’ll share? It’s that in any organization focused on disrupting its category, the head of marketing must assume the role of “Chief of Internal Alignment.”


Michela O’Connor Abrams

CEO/President – Dwell Media
WHAT WOULD YOU DO IF YOU KNEW YOU COULD NOT FAIL?
That’s the question MICHELA O’CONNOR ABRAMS, PRESIDENT/CEO OF DWELL MEDIA wants to ask you. The Dwell brand she leads has stood for great modern design since the launch of Dwell Magazine 12 years ago. And while their disruption of category after home-related category has not been easy, it has been brilliant, bold and successful. After shaking up “home” magazines, Michela and her team continued to innovate, launching the “Dwell Home Designs Collection,” ecommerce for home décor, and most recently, real estate. Be inspired by the mantra and management lessons of this award-winning big thinker.


On Your Feet

TECHNIQUES TO INSPIRE SUPPORT AND ALIGNMENT FOR BIG IDEAS.
ON YOUR FEET returns to the stage to lead a workshop on how to build consensus in favor of ideas that would normally make colleagues nervous. Though born from the world of improv, their years of experience collaborating with an array of organizations across a myriad of categories has provided them unprecedented expertise on techniques that work. No wonder their grateful clients include Nike, Philips, GE, Mattel, Intel, Warner Brothers, Disney, Southwest Airlines, Price Waterhouse Coopers, Audi, Ikea, Apple, Fed Ex the BBC and The British Ministry of Defense.


David Wolf

VP, Global Business & Marketplace Development – American Express
HOW A BREAKTHROUGH MINDSET CAN DRIVE PRODUCT INNOVATION, ESTABLISH NEW WAYS TO COMMUNICATE AND REDEFINE YOUR COMPANY’S CULTURE.
It’s amazing to think that a 165-year-old global company can partner with fast-moving digital and social media platforms to break through in the marketplace with cutting-edge products and first-ever commerce innovations. American Express is doing just that. THE COMPANY’S EVP OF DIGITAL PARTNERSHIPS & DEVELOPMENT LESLIE BERLAND, AND DAVID WOLF, VP OF GLOBAL PRODUCT & BUSINESS DEVELOPMENT will tell you how their teams are disrupting the industry and tapping into seamless new ways to pay. Learn how this global company with a long history is fostering a culture of innovation and transforming the brand’s future. The American Express story will inspire you to take all you’ve learned at Brandworks 2015 and set your ambitions even higher.


Leslie Berland

EVP, Digital Partnerships & Development – American Express
HOW A BREAKTHROUGH MINDSET CAN DRIVE PRODUCT INNOVATION, ESTABLISH NEW WAYS TO COMMUNICATE AND REDEFINE YOUR COMPANY’S CULTURE.
It’s amazing to think that a 165-year-old global company can partner with fast-moving digital and social media platforms to break through in the marketplace with cutting-edge products and first-ever commerce innovations. American Express is doing just that. THE COMPANY’S EVP OF DIGITAL PARTNERSHIPS & DEVELOPMENT LESLIE BERLAND, AND DAVID WOLF, VP OF GLOBAL PRODUCT & BUSINESS DEVELOPMENT will tell you how their teams are disrupting the industry and tapping into seamless new ways to pay. Learn how this global company with a long history is fostering a culture of innovation and transforming the brand’s future. The American Express story will inspire you to take all you’ve learned at Brandworks 2015 and set your ambitions even higher.