HABIT: for your brand’s … · CHARLES DUHIGG, Author of The Power of Habit: Why We Do What We Do in Life and Business 2:30 BREAK 2:45 HOW LEADING BRANDS ACHIEVED SUCCESS BY BUILDING

A lack of strategy addressing how habits affect preference and decision making is increasingly cited as the reason

so many new product launches and brand makeovers fail; why so much branded content never gains a following;

why the most researched of switching messages can still be impotent. It’s also now realized

that many consumers presumed loyal to a brand are just choosing it on autopilot, giving

competitors that know how to break the ‘preset’ a huge opportunity to steal share.

Psychologists that study decision believe habits drive 95% of human behavior. Their

advice to marketers? You’ll drive more revenue if you engage

in strategies that rewire people’s brains in a way that plays to the power

of habit in their everyday lives.

Are you aware of the latest findings on what can break, create and leverage

habits for your brand’s advantage? How to protect the habits—some

subconscious—you’re already benefiting from? How to insinuate your offering

into existing habits and rituals? How to identify in people’s habits new and

innovative offerings with potential for commercialization?

You can find answers at the event referred to as “the TED of marketing

conferences”: Brandworks University. Now in its 24th year and famous for its deeply

researched and curated curriculum, attendance is by invitation only.

This is your invitation to attend, learn and network with mid- to senior-level executives from other great

brands. Among those already registered are American Express, Clorox, Sony, Mondelez, QVC, CVS, Yamaha,

Snap-on, Kohler, Lands’ End, Kimberly-Clark, Orbitz and Abbott Nutrition. Many are bringing whole teams to align

behind the insights and best practices that can drive the habits most beneficial to their brand.

• L I N D S A Y , S T O N E & B R I G G S ’ 2 4 T H A N N U A L •

BRANDWORKS UNIVERSITY MAY 13-15, 2014 • Register today www.brandworksuniversity.com/habit

MAY 13-15, 2014 • Register today www.brandworksuniversity.com/habit

®

Brandworks University is concepted, curated and produced by Lindsay, Stone & Briggs One South Pinckney, Suite 500, Madison, WI 53703 P: 608.251.7070 www.lsb.com We jumpstart brands

One South Pinckney, Suite 500, Madison, WI 53703 Phone: 608.251.7070


BRANDWORKS UNIVERSITY®

Dow Jones & Company is a multimedia powerhouse of digital, mobile, video, magazine and global content devoted to covering business news, trends and lifestyles. Its newspaper has the largest readership of any in the US with a daily circulation of more than 2 million. Its digital version boasts more than 1 million readers. (wsj.com)

EXCLUSIVE MEDIA SPONSOR

WOBI is a multi-channel platform of the most innovative, relevant thought leaders shaping the world of business. Through live events, such as the World Business Forum, WOBI magazine, online content and WOBI TV (which includes Brandworks’ learning), knowledge and inspiration are available wherever you are. (wobi.com)

MAIN SPONSORS

Monitor Deloitte offers a distinctive set of services that fuse strategic insight and innovation with disciplined execution, enabling organizations to lead and shape the future. They join fresh insights, actionable analysis, leading-edge methods and hands-on guidance with deep knowledge, enabling them to focus on impacting your business. (deloitte.com/us/monitordeloitte)

HaystaqDNA is a pioneer in the field of big data and predictive analytics. Their team helped the Obama campaign make history in 2008 and 2012, and has nearly two decades of experience helping marketers, causes and campaigns accurately target their communications and advertising toward individual consumers and voters. HaystaqDNA’s experience includes helping hundreds of political campaigns on four continents, and advising Fortune 100 companies, professional sports teams and television networks. (haystaqdna.com)

• Revelations from neuropsychology and behavioral

science that are decoding what habituates decision

making and purchasing behavior.

• How data modeling can reveal people’s subconscious

preferences; reveal messages that play to their

purchasing habits.

• How Starbucks, P&G, Target and AARP have driven

purchases by finding ways to alter consumer habits.

• How to identify in habits and rituals potential new

product and service offerings.

• How to create ‘purchasing autopilots’ at various

touchpoints—from ads to packaging design, the store

aisle to e-commerce.

• Why content that habituates is critical for your

brand’s future.

• How to use game dynamics to habituate behaviors

and drive revenue.

• Habit-fueling strategies and tactics specific

to successfully launching new products.

• Habits of the most innovative and successful

marketing leaders.

• The habits of successful client/agency marriages

correlated to creative quality and effectiveness.

• How keystone habits can build a company culture

leading to top performance.

• Productive habits of the most innovative teams.

• How to inspire and habituate healthier behaviors

in people, including yourself.

ATTEND BRANDWORKS UNIVERSITY 2014 & LEARN:

HABIT: How to break, create and leverage it for your brand’s advantage.

Brandworks University is concepted, curated and produced by Lindsay, Stone & Briggs, the ad agency whose specialty is revitalizing stalled brands and successfully launching new-to-the-world products, brands and categories for clients from the Fortune 100 to V.C. infused start ups. (lsb.com)

CMO.com is the Adobe site providing digital marketing news and insight for senior marketing executives around the globe. To help marketers stay informed and save time, CMO.com features curated content from 150 leading sources plus exclusive content from thought leaders, like those at Lindsay, Stone & Briggs. (cmo.com)

Tri-Marq Communications, Inc., is a leader in meeting and event production, fusing creativity and technology to deliver innovative set design, technical knowledge and project oversight, with over two decades of event experience. (trimarq.com)

DIGITAL MARKETING INSIGHTS SPONSOR: PARTICIPATING SPONSOR:

BRANDWORKS UNIVERSITY® 2014 AGENDA AT-A-GLANCE

TUESDAY, MAY 13

DAY’S FOCUSAll about habits and rituals, including how to identify in them potential new product and service offerings

11:00 REGISTRATION DESK OPENS. Pick up your nametag, textbook and box lunch.

12:00 CONFERENCE CONVENES: KICK-OFF TO DAY’S EVENTS

12:15 HABITS OF SUCCESSFUL NETWORKERS. A jumpstart to your networking by ON YOUR FEET

1:00 WHY THE KEY TO DRIVING PURCHASE BEHAVIOR IS HONORING THE POWER OF HABITUATED BEHAVIORS. MARSHA LINDSAY, CEO of Lindsay, Stone & Briggs

1:30 HOW HABITS DRIVE WHAT WE DO IN LIFE AND BUSINESS. CHARLES DUHIGG, Author of The Power of Habit: Why We Do What We Do in Life and Business

2:30 BREAK

2:45 HOW LEADING BRANDS ACHIEVED SUCCESS BY BUILDING AND ALTERING HABITS. CHARLES DUHIGG, Author of The Power of Habit: Why We Do What We Do in Life and Business

3:45 HOW TO ID IN HABITS AND RITUALS POTENTIAL NEW PRODUCT AND SERVICE OFFERINGS. BOB LURIE, Senior Director at Monitor Deloitte (Deloitte’s strategy practice)

4:45 HOW TO GET THE MOST OUT OF THE ‘HAPPY HOUR’ RITUAL. ON YOUR FEET

5:00 NETWORK WITH SPEAKERS AND OTHER ATTENDEES OVER COCKTAILS AND LIVE JAZZ. (Attend and your name will be entered to win one of five free registrations to Brandworks U 2015.) Weather permitting, this networking opportunity will take place on the rooftop overlooking Lake Monona and the State Capitol. While you’re at it, put a group together to go out to dinner and network further.

WEDNESDAY, MAY 14

DAY’S FOCUSHow to break, create and leverage habits

for your brand’s advantage

7:00 NETWORKING AND CONTINENTAL BREAKFAST


8:00 SURPRISING HABITS OF MARKETERS SUCCESSFULLY LAUNCHING NEW PRODUCTS AND RELAUNCHING BRANDS. MARSHA LINDSAY, CEO of Lindsay, Stone & Briggs

8:50 SUBCONSCIOUS DRIVERS OF CONSUMER DECISION MAKING AND HOW TO TRIGGER THEM. A workshop (includes 15 minute break) by PHIL BARDEN, Author of Decoded: The Science Behind Why We Buy

11:10 WHERE TO UNCOVER DEEPER INSIGHTS ON THE SUBCONSCIOUS DRIVERS OF BEHAVIOR NEEDED TO INSPIRE MORE EFFECTIVE BRIEFS AND COMMUNICATIONS. NICK SOUTHGATE, Behavioral Economics Consultant at the U.K.’s Institute of Practitioners in Advertising

12:15 NETWORKING LUNCH. Attend and win two ways: Meet people who can advance your career. Your name will be entered to win one of five free registrations to Brandworks U 2015.

1:25 WHY THE CREATION OF ‘HABITUATING’ CONTENT IS CRITICAL FOR YOUR BRAND’S FUTURE. ROBIN RIDDLE, Global Publisher of WSJ Custom Studios–The Wall Street Journal’s in-house content marketing agency

2:15 HOW TO USE GAME DYNAMICS TO HABITUATE BEHAVIORS WHILE DRIVING LOYALTY AND GREATER REVENUE. ERIKA BLANEY, VP of Marketing at Bunchball

3:05 BREAK

3:20 HOW TO USE DATA MODELING TO REVEAL PEOPLE’S HABITS AND THE MESSAGES THAT PLAY TO THEM. KEN STRASMA, CEO of HaystaqDNA

4:15 PRODUCTIVE HABITS OF THE MOST INNOVATIVE TEAMS. ON YOUR FEET


THURSDAY, MAY 15

DAY’S FOCUSHow leaders create and sustain good habits

in themselves and others



8:00 AN UNDER-APPRECIATED HABIT OF LEADING CEO’S. PAT MEIER, USA CEO of HSM, WOBI

8:10 HABITS PRACTICED BY AGENCY/CLIENT PARTNERSHIPS PROVEN TO AFFECT ROI. DEB GIAMPOLI, Director of Global Strategic Agency Relations at Mondelez International

9:10 HOW TO ID AND TRIGGER (ONLINE AND OFFLINE) THE BEHAVIOR THAT’S KEY TO DEVELOPING A GOOD HABIT: HOW TO FIND A RECIPE TO TRIGGER IT OVER AND OVER AGAIN. A workshop (includes 15 minute break) by B.J. FOGG, Researcher, Innovator, Psychologist and Director of Stanford’s Persuasive Technology Lab

11:25 HOW TO REWIRE YOUR OWN BRAIN FOR A HAPPIER, HEALTHIER, MORE FULFILLING LIFE AT HOME AND AT WORK. DR. RICHIE DAVIDSON, Professor of Psychology and Psychiatry at the University of Wisconsin and Founder of the Center for Investigating Healthy Minds

12:25 ANNOUNCEMENT OF CONFERENCE PRIZES

12:40 CONFERENCE SUMMARY AND ROAST OF SPEAKERS. ON YOUR FEET

1:00 NETWORKING BUFFET LUNCH

1:30 CONFERENCE OFFICIALLY ADJOURNS

www.brandworksuniversity.com

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This event is invitation only. This is your personal invitation to attend.

LEARN HOW TO REWIRE PEOPLE’S PURCHASING BEHAVIOR FOR YOUR BRAND’S ADVANTAGE.

























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MAIN SPONSORS








purchasing habits.









brand’s future.


and drive revenue.




marketing leaders.















TUESDAY, MAY 13







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WEDNESDAY, MAY 14











3:05 BREAK




THURSDAY, MAY 15














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Phil 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 Daniel 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, VP of Marketing for Bunchball, will teach how to add game dynamics to websites 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.

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 at the University of Wisconsin and Founder of the Center for Investigating Healthy Minds. 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.

Charles 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 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.)

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.

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.

Pat Meier is the USA CEO of HSM, the global business-multimedia company that includes WOBI, a ‘world of business information’ covering advice on innovation, leadership and more. It includes the most popular content from HSM’s famous conferences- World Business Forum and World Innovation Forum,

which are held in New York and increasingly, around the world. Pat’s day-to-day responsibilities include curating these events, habituating attendance; driving WOBI content and habituating its use by subscribers. In these roles Pat works with and features thought leaders like Howard Shultz, Sir Richard Branson, Bill George, Bill Clinton and many others. A keen observer of their leadership habits, she’ll share one in particular with Brandworks’ attendees. Pat came to HSM

with a background in financial services at Chemical Bank and Chase. Her focus was always international, having spent part of her career in Buenos Aires specializing in corporate finance, and then assuming responsibility for the International Private Client Group. She subsequently worked with Charles Schwab & Co. to establish them in Asia and Latin America.

Robin Riddle is Global Publisher of WSJ Custom Content Studios—The 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.

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. 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 an agency produces.

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.

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 US 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.

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.

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.

CONFERENCE LOCATIONBrandworks University is held at the Frank Lloyd Wright-designed

convention center in Madison, Wisconsin, USA. Recently named by the

BBC as one of the world’s five great University towns, the city consistently

ranks among the highest in the US as a great place to dine, live, work, play

and raise a family. Most major airlines serve this, the state capital and home

of one of the world’s top research institutions, the University of Wisconsin.

VisitMadison.com

Brandworks University has for 24 years been concepted, curated and

produced by Lindsay, Stone & Briggs, the ad agency whose specialty

is the successful launch of new products and the makeover and relaunch of

brands, for clients that range from the Fortune 100 to V.C. infused start-ups.

FEE IF REGISTERED BY

$1,199 March 15, 2014

$1,599 May 5, 2014

Bring your whole team to align behind the same, right know-how. Discounts: Groups of 5-9 – 10% off Groups 10+ contact [email protected]

Regardless of the year or category, over and over again those attending Brandworks cite the same reasons for recommending it to others:

It’s always world-class professional development you can’t find anywhere else.

It’s not a string of speakers patched together, but a deeply researched and carefully curated learning experience.

It helps teams solve the challenges before them right now.

www.brandworksuniversity.com/testimonialPraised over the years from Ad Age to Fast Company, it has always been invitation only.

This is your invitation to attend in 2014.

• Past Attendees Overwhelmingly Recommend Brandworks U •

Its MBA-level learning experience referred to as “the TED

of marketing.” Famous for a high quality, multiple day

curriculum, video testimonials from past attendees can be

seen at www.brandworksuniversity.com/testimonial.

Now in its 24th year, Brandworks University

• ONCE-IN-A-CAREER LEARNING FROM A WORLD-CLASS FACULTY • • ONCE-IN-A-CAREER LEARNING FROM A WORLD-CLASS FACULTY • • ONCE-IN-A-CAREER LEARNING FROM A WORLD-CLASS FACULTY •



































VisitMadison.com






$1,199 March 15, 2014

$1,599 May 5, 2014

















































VisitMadison.com






$1,199 March 15, 2014

$1,599 May 5, 2014







































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MAIN SPONSORS








purchasing habits.









brand’s future.


and drive revenue.




marketing leaders.















TUESDAY, MAY 13







2:30 BREAK





WEDNESDAY, MAY 14











3:05 BREAK




THURSDAY, MAY 15














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Documents

HABIT: for your brand’s … · CHARLES DUHIGG, Author of The Power of Habit: Why We Do What We Do in Life and Business 2:30 BREAK 2:45 HOW LEADING BRANDS ACHIEVED SUCCESS BY BUILDING