Marketing Conference Agenda

Two Days. One Track. Countless Actionable Insights. Get the full Schedule here.

Tuesday, September 26th

7:00am - 8:15am

Breakfast

8:15am - 8:30am

Introduction and Opening Remarks

8:30am - 9:20am

Hug Your Haters: How To Embrace Complaints And Keep Your Customers

Jay Baer
Best-selling Author of “Hug Your Haters” and “Youtility”; Digital Marketing & Online Customer Service Expert

Customer service is your greatest marketing advantage but, today, it seems to be largely a spectator sport. More and more of your customers are trying to interact with you in places where everybody can see what is going on – Twitter, Facebook, Instagram, ratings and review sites, discussion boards and forums, etc. There has been a fundamental shift in the science of complaints. Critics (“haters”) can now express their displeasure faster and more publicly than ever.

And, per Jay Baer, that is not a bad thing…it’s a good thing. In fact, Jay believes this rise in customer complaints is actually an enormous opportunity – if you know how to capitalize on it.

In this energetic and insightful open to Brand ManageCamp 2017, Jay will reveal brand-new, proprietary research into how, why, and where customers complain.

He will show us why (and how) we need to hug our haters and embrace their complaints to keep these unhappy customers (even transform them into your most loyal!) and grow our brands.

Filled with tons of relevant examples and how-to’s, you will leave this session with actionable insights you can begin using right away.

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During this session, you will learn:

  • The new science of complaint.
  • How you can use customer service to outflank your competitors and increase loyalty.
  • How your most vocal haters can become your most loyal customers.
  • The two types of complainers, how their motivations differ, and what it means in terms of how you should address them.
  • How to hug your haters into loyal, profitable customers.

9:20am - 10:10am

Unthinkable: How The World's Most Creative Marketers Do What Others Wouldn't Dare

Jay Acunzo
Host of “Unthinkable” Podcast; Creative-In-Residence at NextView Ventures

Marketers today can measure everything. We can measure clicks, conversions, CAC, LTV, CPA, MTV, LOL, OMG. And we turn this obsession with measuring things into best practices to follow. But then we attend these events or read industry blogs and marvel at big, unique, creative things awesome brands and innovative marketers do, and we think, “Wait a sec — there’s no best practice for launching a virtual reality music studio staffed with cats who are also Snapchat influencers. How did they DO that?! How can WE do that?! And why can’t I be more creative in MY work?” Well, bad news, you can’t. (Just kidding. Imagine if that was my talk?) Good news: The era of the truly creative content marketer is upon us. The only question we all need to answer is … Are you ready to do the Unthinkable?

Doing the Unthinkable requires us to ditch the playbook and innovate by doing what others won’t. We need to break away from what’s always worked and look for ways to evolve.

In this fast-paced, hilarious talk, startup veteran-turned-VC brand builder Jay Acunzo will guide you through stories of how companies break from old practices, get un-stuck from themselves or from industry norms, and become truly creative, modern successes — undisrupted and irreplaceable.

You’ll learn how to break away from conventional thoughts — but not proven practices — in order to break free from competitors. And you’ll walk away feeling ready to take on any disruptive force the market throws your way — not by catching up to the trend but by creating your own.

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Takeaways will include:

  • Why we need to step back from our obsession with best practices, and what to do instead.
  • Case studies from some of the most creative content marketers on the planet.
  • Three practical steps you can take to start acting just like them and be more creative.
  • How widespread change starts with simple-yet-atypical attempts to influence the first few.
  • Attendees also receive complimentary sore abs and younger-looking skin thanks to a new app called “laughter.”

10:10am - 10:30am

Break

10:30am - 11:20am

Woo the Gator: Influencing Customers with Insights from Behavioral Economics

Zoë Chance
Professor of Influence & Persuasion at Yale School of Business; Former Brand Manager, Barbie™

As competition for customers intensifies, marketing channels become more cluttered, and customers become increasingly skeptical of marketing, it’s more critical than ever to understand the invisible forces influencing customers’ decisions and behavior. What attracts them? And, even more importantly, what drives them away?

Dr. Zoë Chance, is a former brand marketer on the Barbie™ brand, and current Professor of Influence & Persuasion at Yale’s School of Business. At Brand ManageCamp, Zoë will deliver the latest insights from the fields of Behavioral Economics and Psychology and will show us how marketers can use them to gently influence customers and consumers towards favorable brand decisions.

These insights – currently largely overlooked by brand marketers – generate key levers that can be used to more effectively recruit customers, satisfy customers, and, most importantly, avoid losing them.

Zoë has spent years understanding the psychology of influence – both on the practitioner side and as a researcher and academic. Her behavioral economics frameworks are currently being used across industries and categories – such as Google’s application of her work to its global food policy, nudging people towards effortlessly healthy choices. At Brand ManageCamp, she will showcase these frameworks and show us how we can utilize them on our own brands.

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Through this engaging and practical session, you will:

  • Discover why we think we think and act like judges – but we are really more like alligators!
  • Understand 3 important ways you are losing customers – or failing to attract them in the first place.
  • Learn a novel and simple framework for ‘wooing the gator’ – nudging people’s behavior without restricting their freedom of choice.
  • Gain insights and examples from academia and industry to help you see how to apply these tools yourself.

11:20am - 12:10pm

The Loyalty Loop: How Small Things Add Up To Big Business

Andrew Davis
Best-selling Author of “Brandscaping” and “Town, Inc.”; Bleeding-edge Marketing & Media Futurist

Most marketers spend a lot of time thinking about how to acquire new customers. And, if you were to look at a lot of the messaging out there, one might begin to think that many brands value NEW customers MORE than OLD customers. We get it, new can be sexy. But, at least in marketing, OLD can be profitable.

According to Andrew Davis, what we should be paying attention to is the Loyalty Loop – the period of time between customer acquisition and the instant that customer tells someone else to buy your products or services.

By focusing on the Loyalty Loop, you quickly realize that one of the most powerful ways to grow a brand is not by filling a funnel with low-quality leads. It is by treating your existing customers as your most valuable asset. And this means we need to stop TELLING people we’re different and start SHOWING them.

At Brand ManageCamp, Andrew will give you the insights and tools you need to use your next customer to create a never-ending loop of rabid fans and loyal new buyers. You will leave inspired to re-think the way you win over new customers and transform the way you serve the customers you already have.

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In this exhilarating session, you will learn how to:

  • Harness the power of the new consumer experience.
  • Build anticipation.
  • Leverage the customer honeymoon period.
  • Maintain brand inspiration.
  • Deliver a phenomenal brand experience – one no one else can replicate.

12:10pm - 1:30pm

Lunch

1:30pm - 2:20pm

Attention For Brands: How To Make Your Launches, Campaigns, and Brands More Captivating

Ben Parr
Best-selling Author of “Captivology: The Science of Capturing People’s Attention”; Former Co-Editor of Mashable; Co-Founder of DominateFund

The statistics are depressing. The average attention span of a human (8.25 seconds) is now LESS than a gold fish (9 seconds). And it has decreased by almost 30% over the last 15 years. 7% of people forget THEIR OWN BIRTHDAYS from time to time. 17% of internet page views last LESS THAN 4 seconds.

If you thought it was hard to get someone’s attention before, it just keeps getting worse and worse. Which makes it that much more important to understand what drives attention and how it can best be commanded.

Lucky for us, Ben Parr has written the book on capturing attention. And he will be at Brand ManageCamp to show us how we can harness the power of the seven “Captivation Triggers” to create more attention for product launches, drive more traction for marketing campaigns, and increase long-term positive brand recognition.

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Using his engaging, funny, and participatory presentation style, Ben will:

  • Take a deep dive into the seven “Captivation Triggers” that drive attention.
  • Explain why these behavioral and psychological phenomena capture attention.
  • Offer practical advice for how brand marketers can utilize the Captivation Triggers to beat out the competition in the race for attention.

2:20pm - 3:10pm

Create Distinction: What To Do When “Great” Isn’t Good Enough To Grow Your Business

Scott McKain
Best-selling Author of “Create Distinction” and “What Customers REALLY Want”

As marketers, we have been hearing and reading for years about the need for differentiation. And yet, when we objectively look around, why are we still surrounded by so much sameness?

Per Scott McKain, even with all the awareness of the need for differentiation, the primary killers of brands and businesses continues to be similarity and uniformity. And he has dedicated himself to finding the potent cure for all this sameness and giving marketers the tools they need to stand out.

Because, when it comes to distinction, it really isn’t a question of ‘why?,’ it is one of ‘how?’.

Scott has spent years studying what it takes for brands and organizations to truly stand out and he has developed a framework for how brands can separate themselves from the competition and become the preferred choice in a crowded and volatile marketplace.

At Brand ManageCamp, Scott will share his learnings with us and give us the tools we need to avoid commoditization, build distinction, and bridge the most common disconnects between customers and brands.

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In this energetic and illuminating session, you will learn:

  • How to avoid the mistakes of commoditization.
  • The 3 destroyers of differentiation.
  • The 4 cornerstones of distinction.
  • The 6 disconnections between brands and customers.
  • The specific steps you must take to create distinction.

3:10pm - 3:30pm

Break

3:30pm - 4:20pm

What Customers Crave: How To Create Relevant and Memorable Experiences at Every Touchpoint

Nicholas Webb
Best-selling Author of “What Customers Crave”; Award-winning Innovator and Strategist

Nicholas Webb has spent over 3 years doing exhaustive research into what the best companies in the world are doing to drive growth and profit. One thing that became very clear to him throughout this process was the fact that Customer Experience (CX) Design is the new marketing mandate.

Nicholas discovered that to deliver the things that customers crave, brands must be able to consistently create relevant and memorable experiences at every touchpoint.

At Brand ManageCamp, Nicholas will make the case for why every brand needs a formal Customer Experience Strategy – and he will break it down to show us what is required to execute one. In the process, he will lay out the Five Customer Touchpoints as well as the trends we must understand to be able to successfully create a Customer Experience Strategy for today and for the future.

He will also teach us how to truly understand what it is our customers crave – so that we can design the experiences that will engage and delight them and keep them coming back for more (and bring their friends!).

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During this jam-packed session, you will learn:

  • Why CX Design is the new marketing mandate.
  • The powerful impact of the Five Customer Touchpoints.
  • The impact of Micro Moments on getting and keeping customers.
  • The impact of digital ubiquity and the Zero Moment of Truth (ZMOT) in rapid business growth.

4:20pm - 5:10pm

How to Build a Bold Brand: Lessons from The Most Unexpected Places

Jackie Huba
Best-selling Author of “Creating Customer Evangelists,” “Fiercely You,” and “Monster Loyalty”

In a world where obscurity is the enemy, smart businesses must stand out and be bold to be noticed. The most successful and creative brands take risks to create products and experiences worth talking about. Bold brands inspire legions of loyal customer evangelists to spread the brand gospel to everyone they know.

The problem is that most brands take a safe approach, trying to appeal to everyone, and exciting very few.

To truly innovate our brand building, to truly learn how to be bold, we must look beyond the obvious sources and role models.  Jackie Huba has dedicated her career to finding inspiration and lessons from the most unexpected places. When it came to building bold brands she dove head first into a world fully committed to creating bold personas:  drag queens. Yes, drag queens!

Jackie found that the art of drag is all about creating a fearless, unique character, or persona, and living that out on a stage. As Jackie immersed herself in the culture, she began to see how brands could learn a thing or two from Drag Queens on how to create bold brands personas that take risks, get people talking, generate loyalty, and stand out from the crowd.

Jackie is a best-selling author, customer loyalty expert and (now) a female drag performer (yes, women can do drag!) She spent four years researching how drag queens build personas for her new book, “Fiercely You.”  The unexpected lessons on building bold personas will help you think differently about brand building.

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As we conclude Day 1 of the Brand ManageCamp, you’ll learn:

  • How bold brands create more customer loyalty.
  • How to create a standout brand persona.
  • How to create #hashtaggable experiences for customers that get them talking.
  • How to take creative risks and not get deterred by critics.

5:10pm - 7:00pm

Cocktail Reception

End Day One

Wednesday, September 27th

7:00am - 8:15am

Breakfast

8:15am - 8:30am

Welcome Back

8:30am - 9:20am

The Art & Science of WOW!

Alex Hunter
Former Global Head of Online for the Virgin Group / Sir Richard Branson

Remember when you unboxed your first Apple product? Or you stepped on board a Virgin America plane for the first time?  Or sat in the cockpit of a brand new Tesla? You knew you were experiencing something so considered, so crafted, so…different from everything else, that it leaves you speechless. Well, almost speechless. One word always slips out….WOW! 

Despite being overused and diluted in business for the last 20 years, WOW is Alex Hunter’s favorite word in the world and he is crusading for WOW to make a comeback. By harnessing the science, the data, and the art of great brand, Alex has spent his career bringing WOW back to businesses. 

 In this high energy start to Day 2 of Brand ManageCamp, Alex will share his knowledge and teach us how to bring WOW to everything we do – in our brands, our organizations, and our personal endeavors.

As part of the team that founded Virgin America, he’ll show us how WOW can scale across hundreds of airplanes, thousands of employees, and millions of passengers all over the world. 

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During this session you will:

  • Hear the story of how Virgin America went from an idea in Sir Richard Branson’s head to the most decorated airline startup in History…in less than 10 years. 
  • Learn how to use small gestures to create BIG returns – WOW doesn’t have to be expensive. 
  • Discover how even small brands and companies can balance transaction with relationship to beat the big boys. 

9:20am - 10:10am

Creative On Demand: How The Habit Of Creativity Delivers Exponential Outcomes From Limited Resources

Carla Johnson
Author of “Experiences: The 7th Era of Marketing”; World-Renowned Storyteller; VP of Thought Leadership for the Business Marketing Association

Picture this. You are an average, 35 year old who doesn’t work out, doesn’t eat particularly healthy, and likes the occasional drink. You’ve been sitting in a chair for about an hour in an outside café on a chilly afternoon. Someone comes up next to you, grabs something of value from you, and runs off down the street. You give chase (or, at least, try). How does that turn out? Maybe you catch the perpetrator, maybe you don’t. More than likely, either way you are going to be in some pain. You might have pushed through with a burst of adrenaline – but you are going to feel it.

Now, let’s assume you keep in good shape. You run several times a week. You stretch every day. You eat right. You don’t drink. That sprint doesn’t seem so daunting now, does it?

Here’s the thing – creativity is no different. When you are only asked to do it in short unexpected bursts from a cold start, well…the results are always going to suffer.

What the most creative organizations know, though, is that to be able to generate true creativity at a moment’s notice – on demand – they need to nurture tiny creativity every day. Not just when they need it.

In this enlightening presentation, author and marketing expert Carla Johnson will uncover the secrets to inspiring true creativity at a moment’s notice. You’ll learn a methodology for nurturing tiny creativity everyday instead of only when you need it. True creativity is not just for big, sexy, high budget brands – it is for those who prepare for it.

Are you ready to become creative on demand?

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By the end of Carla’s dynamic session you’ll:

  • Clearly understand how to use great brands as inspiration for your own work.
  • Be armed with the five simple techniques to fast-track great ideas into killer execution.
  • Learn how small, habitual steps add up to massive creativity.
  • Know how to overcome the fear of creativity with a tried-and-true process.
  • Walk away ready to jump-start marketing that delivers exponential outcomes for your brand.

10:10am - 11:00am

Creating Iconic Advantage: A Framework For Building & Growing Iconic Brands

Soon Yu
Author of “Iconic Advantage”; Former Global VP of Innovation, VF Corp.

Innovation and branding expert Soon Yu has long been intrigued by why certain brands stand the test of time better than others. His exhaustive research helped him identify the commonalities shared by brands that have achieved iconic status.

Soon found that every iconic brand he dissected has the same 3 qualities. They are all distinctive. The distinction they have is highly relevant. And they are universally recognized for that relevant distinction.

At Brand ManageCamp, Soon will not only share his learnings on what makes iconic brands iconic. He will also guide us through the framework we can use to help our own brands achieve iconic status – whether they are existing brands or new innovations.

His carefully curated insights on how to build noticing power, staying power, and scaling power will give us the tools we need to begin to move our own brands towards long term iconic success.

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During this engaging session, Soon will show us:

  • What Iconic Status is and why it is the highest and most profitable form of branding.
  • That creating Iconic Advantage is a deliberate choice that is realized through proven best practices and frameworks.
  • The 3 elements of creating Iconic Advantage:
    • Noticing Power: develop greater distinction through signature elements that communicate the brand/product points of difference.
    • Staying Power: build timeless relevance for these signature elements.
    • Scaling Power: drive universal recognition of these signature elements to build greater iconicity.

11:00am - 11:30am

Break

11:30am - 12:20pm

Top of Mind: How To Engage Your Audience So They Think Of Your Brand In The Right Moment — Even In A Noisy Environment

John Hall
Author of “Top of Mind”; Co-Founder/CEO of Influence & Co.

The mass amounts of content published every day have created a powerful sea of noise. Trust barriers are at all-time highs, and people are increasingly skeptical before making major buying decisions.

It’s never been more important to engage people consistently, in the right way, and at the perfect time. And for many brands, it’s never been harder.

John Hall believes it’s possible for brands to shift their place in someone’s mind from short-term memory to long-term memory — and create opportunity along the way.

He’ll incorporate compelling data and share the experiences he’s gained by leading the country’s largest provider of expert content to online publications to show you how you can truly engage your audience and make your brand top of mind.

The ultimate goal? To help you identify the tools, platforms, and strategies you need to become memorable, win over your audience, and help your brand stand out from the noise.

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During this valuable and entertaining session, John Hall will teach you what it takes to become top of mind to the people who matter most to you, including:

  • What consumers are looking for in brands they trust.
  • How helping others plays into becoming top of mind.
  • The golden rule of communication.
  • How marketing is evolving beyond the marketing department alone.
  • How strategic distribution will help you populate all stages of the consumer journey.

12:20pm - 1:10pm

Brand Design Systems: How To Curate The Customer Experience And Drive Brand Value

Vince Voron
VP / Executive Creative Dir of Global Brand Content Experience, Dolby; Former AVP / Head of Design, Coca-Cola NA; Former Senior Designer, Apple

Vince Voron has led design within some of the world’s most recognized and admired brands. He spent 16 years at Apple – working on some of the earliest designs, back when Apple was not known for design. He then ran design in North America for Coca-Cola. He now runs design for Dolby.

Vince has seen it when design and brand work together in perfect harmony. He has also seen it when they seem to be moving in their own random directions. He clearly prefers the former.

As a result of his diverse experiences, Vince has developed a methodology and framework for ensuring brand and design are in perfect synchronicity. He calls it a Brand Design System – and he is evangelical about the fact that a brand without it is doomed to mediocrity.

At Brand ManageCamp, Vince will show us how a properly planned and implemented Brand Design System can not only make it easier for consumers/customers to love you and talk about you, it can also create a much more enriching workplace where employees are more fulfilled, feel more empowered, and are more likely to enjoy success.

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In this inspiring close to Brand ManageCamp 2017, you will learn:

  • How the early design failures of Apple helped shape its Brand Design System.
  • Why a Brand Design System can work for you regardless of your organization’s size or category – and regardless of whether you have internal or external design resources.
  • The core elements of creating a Brand Design System.
  • How to implement a Brand Design System in your organization.

1:10pm - 1:20pm

Close

End Day Two

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