Brand Strategy Innovation

Strategic Acuity & Consistent Delivery

September 19 & 20, 2013Hotel Nikko, San Francisco, CA

Confirmed Speakers

• President, Levi’s Brand • Chief Brand Officer, Specialized Bicycles• Chief Brand Officer, Belkin• Chief Brand Officer, Made for Good• Chief Marketing Officer, Zipcar• Chief Marketing Officer, BET• Chief Design Officer, Best Buy• SVP, Brand Strategy, MTV Networks• GVP, Marketing, MySpace• VP, Brand Marketing, Johnson & Johnson• VP, Brand Marketing, Denny's• VP, Brand Strategy, Sony Playstation

• VP, Brand & Creative, NFL• VP, Marketing, Paramount Farms• VP, Brand Marketing, BlackBerry• VP, Marketing, Empire State Development• VP, Creative & Brand Strategy, American Cancer Society• EVP, Brand Strategy, Mattress Firm• Director, Global Brand Management, Dolby• Head of Brand Communications, SoundCloud• Author, Story Wars• Director, Brand Strategy, MeadWestVaco• Director, Marketing & Communications, Livio

Confirmed Speakers

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Past Delegates Include• Strategy Lead, Global Business Strategy, Google• VP, Digital Strategy, AMEX • VP, Strategy, The Economist • VP, Strategy, Lego• VP, Brand Marketing, Bank of America Merrill Lynch• Global Digital Lead, BP

Who Will You Meet There is no question that IE. provides the gold standard events in the industry and will connect you with decision makers within the branding community. You will be meeting senior level execut ives from major corporations and innovative small to medium size companies.

Job Title Of Attendees

President/Principal

SVP/VP

C-Level

Snr. Director/Director

Global Head/ Head

Snr. Manager/Manager

Academic (1%)

78%

1000+ Employees300-999 Employees50-299 EmployeesLess than 49 Employees

Company Size Of Attendees

8%

11%

25%56% 81%Attendees are

companies with at least 300

employees

3%

21%

12%

42%

13%

8%

Attendees are at Director level or above

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Brand Strategy Innovation Summit brings together leaders from the world’s most recognized and valued brands for 2 days of open forum discussion covering all aspects of brand management. From re-brand implementation to brand equity and asset management, you will hear case studies and participate in panel

discussions that will provide a holistic overview of the challenges and opportunities branding and marketing professionals face today.

Join 150+ of the industry's top minds and share insights, innovations and strategies - register now!

About The Summit 4

Speaker Information NameJob TitleCompany

Frank joined Specialized Bicycles as their chief brand officer in 2012. He is responsible for the brand's image, experience and promise throughout all aspects of the company, guiding a multidisciplinary strategy team and leading the execution process at Specialized Bicycles in Morgan Hill, CA. His team serves multiple global subsidiaries, thousands of dealers, and millions of discerning, enthusiastic bike riders around the world. Nothing inspires him more than getting more people on bikes. Prior to Specialized, he worked as creative director and creative brand strategist for numerous international clients and Fortune 500 companies including Mercedes-Benz, Smart Cars, Hyundai, Motorola, T-Mobile, Budweiser and Reebok. By working with Google, Adobe, HP and Netflix for many years, he gained a particular know-how in the areas of new technologies and innovation. Frank Aldorf co-founded Hubble Innovations, a creative business consultancy that helped brands develop new products, services and experiences to create market opportunities for their clients. He has been celebrated for his work with various international awards.

Brand Authenticity

In today's world of digital infrastructure and empowered customers, becoming a true brand is even more key for sustainable growth and gaining market share as a company. In my past working for multiple clients and industries I have seen many organizations fail by trying to imitate a successful brand and what they thought was their success pattern. Your company is greater than the sum of its products. Don't be just another company - be a brand with purpose and stay relevant. I will talk about my current role at Specialized Bicycles, and our home in the Silicon Valley which means far more than a geo location - it's a spirit and mindset: Founded in 1974 by riders for riders, Specialized is one of the most innovative cycling companies in the world.

Frank AldorfChief Brand OfficerSpecialized Bicycles

Cheryl J. Family is Senior Vice President, Brand Strategy and Creative at Viacom Creative Services, where she is responsible for developing brand strategies and integrated, creative solutions for Viacom and its media p ro p e r t i e s . H e r a w a rd -w i n n i n g wo r k i n c l u d e s comprehensive campaigns, large-scale pro-social efforts, new business initiatives and brand development. She also blogs for NickMom and is an adjunct professor at NYU’s Steinhardt School of Media, Culture and Communication. Cheryl holds a BA in English, cum laude, from the University of Pennsylvania and an MA in Communications from New York University, where she was named a Centennial Scholar.

Cheryl FamilySVP, Brand StrategyMTV Networks

Positioning Your Brand Inward

Cheryl will speak about how strategically positioning your brand inward, toward your employee base, can lead to greater morale, brand evangelism and a stronger bottom line. At Viacom they've always put a premium on employee-facing branding, and recently introduced several new brand initiatives to reach our internal community that have been incredibly successful. It feels like an area that people often neglect but it can have real impact on the overall brand strategy.

5 Speaker Information NameJob TitleCompany

Krista has over 20 years experience in building successful brands in hyper-competitive, global markets. She has held key roles for some of the world’s most formidable brands, including Nike, Diesel, Seven for all Mankind, UGG Australia, Michael Stars, Reebok and Speedo, amongst others. After back-to-back, l i fe-altering events in 2006, she passionately infused philanthropy with the brand building core competencies and founded Rubric, a company focused on bringing opportunities to underserved demographics, each including a philanthropic platform. Recently she co-founded Made for Good and as Chief Brand Officer assembled a consortium of like-minded, social good brands, each which align with a nonprofit partner to deliver new revenue streams through the creation and sale of products. Krista also counsels a variety of existing and emerging philanthrocapitalistic organizations such as Every Monday Matters, Give and Go, Yellow Leaf Hammocks.

The Cause Effect

A conversation and chronology defining social good business, its history, how social good businesses are positioned in the sector and what has led us to such proliferation of social good business creation. As this expansion continues, criteria which may lead to staying power of social good brands.

Krista TreideChief Brand OfficerMade for Good

Maria Surricchio is VP Brand Strategy & Innovation at Sony Computer Entertainment America. She has held senior brand and innovation leadership positions at Fortune 500 companies spanning consumer goods, financial services and consumer technology. She has spearheaded the turnaround of many famous brands both in the US and Europe. She has a proven track record of building inspiring brands that turn customers into passionate advocates.

Epic: Rebuilding the Legendary PlayStation Brand

When PlayStation launched in the mid 90s it revolutionized the video gaming market, definitively disrupting the status quo. “Revolutionaries at Sony” was a book written about the creators of the original PlayStation and their epic ambition. The PS2 dominated in the early part of the last decade with 70% market share and was in a similar percentage of US homes. However, since 2006, the current generation has faced significant business and brand challenges including conceding the market leader position. In this session we’ll explore how we’ve leveraged consumer, category, cultural & brand insights to create a solid foundation on which to rebuild a legendary brand. Greatness Awaits…

Maria SurricchioVP, Brand StrategySony Entertainment

6 Speaker Information

Matthew Cross is entering his 20th year in brand strategy and analytics, graphic and industrial design, and brand communications. He has worked on the client and agency sides of business for brands such as Dolby Labs, Intel, Nokia, Wells Fargo, Pedigree, PowerBar, Seagram's, Kaiser-Permanente, and Johnson & Johnson. Brand agencies Matthew has worked for include Interbrand, Landor, Primo Angeli, Inc., and Philippe Becker Design. His work to create, protect, and build brands is connected by his ability to communicate complex data, ideas, products, and initiatives verbally and visually. Matthew received his Bachelor of Arts from the University of California, Berkeley.

Matthew CrossDirector, Global Brand ManagementMTV Networks

Evolution of One of the Most Visible Brands You Can't Describe

Dolby is among the most well known brands in the world. Almost. At extremely high percentages, consumers know of Dolby, but few can correctly say what the company actually does. Sound? Sure. Cinema audio? Yes. Speakers and headphones? No. And this gets to the challenge of managing and promoting this ingredient brand. Large ad campaigns could most likely fill this gap of relevance in consumers’ minds. But Dolby is a company likely smaller than you think. Therefore marketing budgets are miniscule compared to the companies Dolby serves. This presentation explains the challenges, successes, and future of the Dolby brand.

Joining the NFL in 2003, Jaime Weston currently serves as Vice President, Brand & Creative. In this role she leads the long-term brand strategy for the League and is the managing director of the award winning NFL Creative Department. Additionally, Ms. Weston is responsible for working with the 32 NFL Clubs, sponsors, licensees and broadcast partners to protect and grow the NFL brand equity, while delivering value to its partners. On a personal note, Ms. Weston attended the Georgia Institute of Technology in Atlanta where she was a member of the Volleyball team. Ms. Weston currently resides in Long Island City, New York with her family.

Winning the Team Branding Game Without Playing a Down

Take a look behind the scenes at how the NFL works with individual teams, putting them through an intense brand initiative testing the hypothesis that NFL teams can improve their popularity among fans, locally and nationally, without having to rely on consistent success on the field.

Jaime WestonVP, Brand & CreativeNFL

Nicole Yelland ditched the corporate grind in 2010 for a chance to play by her own rules at Livio. The freedom to fail has allowed her to succeed in growing the Livio brand into an award winning and visible brand in the automotive infotainment technology space ever since. Prior to joining Livio, Yelland worked as an account executive at Airfoil with clients such as Starbucks, PayPal and Syneron. Nicole earned her undergraduate degree in integrative public relations at Central Michigan University. She now sits on the CMU’s Integrative Public Relations Advisory board.

Nicole YellandDirector, Marketing & CommunicationsLivio Connect

Efficient Communications: A Little Like Love, Bring the Weird

Join Livio's director of marketing & communications, Nicole Yelland for a discussion on why we bother communicating at all and what everyone's really searching for - a little love. Learn how to create internal celebrities, embrace the weird and avoid typical industry "Oh shit" moments.

Speaker Information 5

NameJob TitleCompany

Jonah is an internationally recognized storyteller, author, designer and entrepreneur. As the co-founder and CEO of Free Range, Jonah has helped hundreds of social brands and causes break through the media din with campaigns built on sound storytelling strategies. His work on legendary viral videos like The Meatrix and The Story of Stuff series has brought key social issues to the attention of more than 60 million viewers and his interactive work has been honored with 'Best Of' awards three times at the standard-setting South By Southwest interactive festival.

Craft a Winning Sustainability Story for Your Brand

Released in July 2012 by Harvard Business Review Press, Jonah's book Story Wars calls on case studies from his own body of work and some of the most successful brands of all time to show how values-driven stories will not only revolutionize marketing, but represent humanity’s greatest hope for the future. In this session Jonah will explore how business leaders and communicators can develop mythic brand stories.

Jonah SachsAuthorWinning Story Wars

NameJob TitleCompany

Kimberly Dickerson joined MWV in 2008 as brand manager in charge of launching the company’s new global identity across 20 locations worldwide and in 13 languages. Since then, she’s grown the MWV brand to have a significant presence and impact in over 100 countries. In her current role as director, brand strategy, Kimberly and her team continuously calibrate the verbal and v isual ident i ty of MWV. This inc ludes the implementation of an innovative, performance-based digital and social media presence that is redefining the packaging category. Kimberly’s role has also expanded to include primary responsibility for MWV’s emerging market brand strategy.

In a World of Globalization, How Do You Build a Master Brand When Every Market is Unique?

We now have the ability to learn, try and buy things from all over the world. As a consumer this is great, as a manufacturer, not so much. Building brand awareness for multinational b-2-b companies means relaxing the brand rigidity and developing a deeper, more authentic brand that local markets may adapt. Moving the conversation from the commodity sale to the solutions approach was an easier paradigm shift in existing markets than emerging markets.

Kimberly DickersonDirector, Brand StrategyMeadWestVaco

Mark Dewings leads Brand Marketing & Communications at SoundCloud, the leading audio platform that lets anyone share sounds everywhere on the web. At SoundCloud, Mark is responsible for brand strategy, channel planning and executing communications that both strengthen SoundCloud’s brand and nurture audience relationships. He increasingly works with agencies and brands to achieve this. Mark has a decade of experience in advertising and brand marketing, working on global brands like Kodak, BP, Kraft, and UPS. Before SoundCloud he was Partner, Planning Director at Ogilvy & Mather in New York, turning business strategy into creative solutions through consumer insight and intuitive leaps of faith.

Building a Web Brand, Not a Brand on the Web

Plenty of brands have adopted the web as their primary brand building platform, but few understand what being a true web brand means. When your business is based solely online and your product is an integral part of millions of people's experience of the web, you have to rethink how to build a brand. For platform brands like SoundCloud, like Twitter, Pinterest and Facebook, many of the conventions of brand, product design, user experience and communications no longer hold. And that unique situation leads to new thinking at the intersection of brand and product.

Mark DewingsHead of Brand Marketing & CommunicationsSoundCloud

8 Speaker Information

John Dillon is Vice President of Brand Marketing and leads all base brand marketing for Denny’s, one of America’s largest full-service restaurant chains with almost 1,690 restaurants in all 50 states and nine countries. He is responsible for leading marketing areas that include national and regioncal marketing strategies, product marketing, brand marketing, advertising, media (broadcast, digital, mobile, social), merchandising, field marketing public relations, promotions and consumer/brand insights. Since joining Denny’s five years ago, John has led a focused turnaround of many aspects of the brand’s marketing efforts which has resulted in a true rejuvenation of an iconic American brand.

Rejuvinating the Denny’s Brand

Since it’s beginning in 1953, Denny’s has grown to one of the largest full-service restaurant chains in America. But after years of growth, Denny’s lost its way and was facing multiple years of declining sales and traffic. In 2010, Denny’s underwent a significant effort to reconnect with it’s guests and it’s brand DNA, resulting in a new campaign, new voice and multiple new marketing strategies to re-establish its category leadership and re-establish itself as a beloved American brand. In this session John Dillon will share the vision, the plan and the results of the effort that led to a sales and traffic turnaround for the Denny’s brand.

John DillonVP, Brand MarketingDenny’s

Christian Parkes leads all global marketing efforts inclusive of strategic partnerships, event conceptualization and execution at Myspace. Parkes came to Myspace from Levi’s where he was Global Senior Director of Marketing and oversaw the award-winning “We Are All Workers” Go Forth campaign. Prior to his time at Levi’s, he was part of the Nike Sportswear team. During his tenure at Nike, he fused culture and sport with programs featuring Lance Armstrong, Kobe Bryant and Shepard Fairey. Parks was recognized by Fast Company in 2011 with inclusion on the “Top 100 Most Creative People In Business” list.

Launching Myspace: Connecting Brands with Millennials

Some companies conduct rebrands. Others have the rare opportunity to reinvent a brand entirely. The reinvention of Myspace — launched on a completely rebuilt platform last June— has been designed to foster connection, collaboration, discovery, and promotion. Christian Parkes, Myspace’s head of global marketing, will discuss the challenges and opportunities associated with the intersection of brands and their audiences, especially millennials, and speak about the ways in which marketers can connect with the consumers of today by creating immersive brand experiences that are authentic to both the brand and the consumer. In this session, Parkes will share his outlook and strategic approach to developing a successful marketing formula aimed at connecting brands and consumers, pulling from his most recent experience at Myspace as well as examples of working with brands, such as Chevrolet, Gucci, and Bud Light.

Christian ParkesGVP, MarketingMySpace

9 Speaker Information

Andy Goldsmith is vice president, creative strategy for the American Cancer Society. His responsibilities include nationwide advertising, art direction, production services, and multimedia. Andy brings more than 30 years of professional experience to the American Cancer Society. Immediately prior, he provided independent marketing consulting in the branding and sales training disciplines. Before that, Andy spent 17 years in advertising agency account management. At T.G. Madison in Atlanta, he headed the account management function and counseled clients such as MetLife, the LPGA, and the American Cancer Society.

TITLE GOES HERE

Abstract

Andy GoldsmithVP, Brand Marketing & CreativeAmerican Cancer Society

The Information

For larger groups or special requests contact Elliott by calling +1 415 315 9404 or email ejay@theiegroup.com * Team discounts are applicable at the point of registration only.

Silver Pass

$1395Access to the Brand Strategy

Innovation Summit, networking events &30 days access to IE. membership

$1195 Early Bird Price (before July 12)

Gold Pass

$1695Access to the Brand Strategy Innovation

Summit, networking events & annual subscription to IE. membership

$1495 Early Bird Price (before July 12)

Registration Pricing

Brand Strategy Innovation Summit

Date: September 19 & 20, 2013City: San FranciscoVenue: Hotel Nikko, 222 Mason Street, CA 94102Accommodation: Hotel Nikko, please quote ‘Innovation Enterprise Summit’Reservation Link: Book Your Room OnlineReservations Phone: Toll Free: 800-NIKKO-US * Local Phone: 415-394-1111

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3 Silver Passes: $3000 ($1000 per attendee)5 Silver Passes: $4500 ($900 per attendee)

3 Gold Passes: $3900 ($1300 per attendee)5 Gold Passes: $6000 ($1200 per attendee)

Group Discount Offers

Live Stream and On-Demand

$600Full access to a live recording across

both days for the Brand Strategy Innovation Summit

Access to IE.membership siteto view the event

materials

1 Day Pass

$695Full access to the Brand Strategy

Innovation Summit, networking events & 30 days access to IE. membership

30 dayonline access to event materials

Access All Areas

$2095Access to Digital Marketing, Digital

Design, Digital Strategy & Brand Strategy Summits

Full Access to IE. membership

& Strategic Analysis Report

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Ways to Register+1 415 315 9404 +1 323 446 7673 Register Online Here

NAME OF EACH ATTENDEE

TITLE OF EACH ATTENDEE DEPARTMENT

COMPANY INDUSTRY

ADDRESS CITY

STATE/PROVINCE ZIP/POSTAL CODE COUNTRY

EMAIL OF EACH ATTENDEE BUSINESS PHONE NUMBER

1. Delegate Information...

2. Pass Types...

Early Bird Pass Options until July 12, 2013 Early Bird Silver: $1195 Attendees ____ Early Bird Gold: $1495 Attendees ____

Regular Pass Options after July 12, 2013 Silver Pass: $1395 Attendees ____ Gold Pass: $1695 Attendees ____

Group Discount Pass Options 3 Silver Passes $3000 ($1000 per attendee) 5 Silver Passes $4500 ($900 per attendee) 3 Gold Passes $3900 ($1300 per attendee) 5 Gold Passes $6000 ($1200 per attendee)

For larger groups or special requests contact Elliott by calling +1 415 315 9404 or email ejay@theiegroup.com* Team discounts are applicable at the point of registration only.

Check (Make checks payable to The Innovation Enterprise Ltd) Invoice me

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CARDHOLDERS NAME CARDHOLDER’S SIGNATURE

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Prices are exclusive of VAT. Places are transferable without any charge to another Summit occurring within 12 months of the original purchase. Team discounts are applicable at the point of registration only. Any cancellations within a group registration will in turn incur an increase in registration fee for the remaining group participants. Cancellations before August 12, 2013 incur an administrative charge of 50%. If you cancel your registration after August 12, 2013 you will be charged the full fee. You must notify The Innovation Enterprise in writing of a cancellation, or you will be charged the full fee. The Innovation Enterprise reserve the right to make changes to the program without notice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT.

Registration FormBrand Strategy Innovation SummitSeptember 19 & 20, 2013 | San Francisco | Hotel NikkoFor registration or more information on the program, please call Elliott on +1 415 315 9404 or email ejay@theiegroup.com or fax this registration form to +1 (323) 446 7673

3. Payment Options...

Other Pass Options 1 Day Pass: $695 Attendees ____ Live Stream & On-Demand: $795 Attendees ____

Access All Areas Full Access to Digital Marketing,

Digital Strategy, Digital Design & Brand Strategy Summits

$2095 Attendees ____

Schedule

Networking Drinks 17.00 - 19.00

September 20

Session One 08.30 - 10.00

Coffee Break 10.00 - 10.30

Session Two 10.30 - 12.00

Lunch 12.00 - 13.30

Session Three 13.30 - 15.00

Coffee Break 15.00 - 15.30

Session Four 15.30 - 17.00

Day Two

September 19Day One 08.30

10.00

10.30

12.00

13.30

15.00

15.30

17.00

19.00

08.30

10.00

10.30

12.00

13.30

15.00

15.30

17.00

Session Five 08.30 - 10.00

Coffee Break 10.00 - 10.30

Session Six 10.30 - 12.00

Lunch 12.00 - 13.30

Session Seven 13.30 - 15.00

Coffee Break 15.00 - 15.30

Session Eight 15.30 - 17.00

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Previous Sponsors

For more information, contact Pip at pcurtis@theiegroup.com

Previous Sponsor Previous Sponsor

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Media Partner Previous Sponsor

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Partnership Opportunities: Pip Curtis | pcurtis@theiegroup.com | +1415 992 5349 Attendee Invitation: Sean Foreman | sforeman@theiegroup.com | +1415 692 5514

Flagship Summit

Expected Attendees

CXO

Social Media

Women

Digital

March Women in StrategySummitMarch 21 & 22New York

Digital Strategy Innovation SummitMarch 21 & 22New York

AprilChief Strategy O!cer SummitApril 18 & 19Hong Kong

Chief Strategy O!cer Summit April 25 & 26London

DecemberChief Strategy O!cer SummitDecember 5 & 6New York

Strategic Planning Innovation SummitDecember 5 & 6New York

Chief Innovation O!cer SummitDecember 5 & 6New York

MayChief Strategy O!cer SummitMay 23 & 24San Francisco

Strategic Performance & Change Management InnovationMay 23 & 24San Francisco

SeptemberDigital Strategy InnovationSummitSeptember 19 & 20San Francisco

Digital Marketing Innovation SummitSeptember 19 & 20San Francisco

Brand Strategy Innovation SummitSeptember 19 & 20San Francisco

OctoberDigital Strategy Innovation SummitOctober 24 & 25London

Strategic Planning Innovation SummitOctober 24 & 25London

Chief Strategy O!cer SummitOctober 24 & 25Shanghai

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