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The idea
that the brand manager owns the brand no longer works. Nor
does the client brief to the agency "come up with brand
positioning". Business convergence and consumer
fragmentation make business increasingly complex. We need
to take a serious look at the brand in a larger context. In
particular, who in the organization is accountable for the
brand? Professionals now agree on the value and importance
of brand, but where are the consistencies in understanding
of what we mean by "the brand"?
Topics
will include:
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How
should the CEO be accountable for the brand?
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How do
we manage brands in the manner in which the consumer views
value?
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How do
we use the brand to create internal alignment thereby
reducing cost to apply resources more effectively and
increase competitiveness?
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When a
complex organization- a bank or Telco - has convergent
services, what's the role of the corporate brand to retain
and deepen consumer relationships?
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Can the
stand-alone brands within package goods companies survive?
For a
dynamic and insightful perspective on the shifting role of
the brand, join the following panellists at our next AMA
roundtable event:
Phillip Donne
President
Cossette Advertising
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Kathy Haley
VP, Brand Strategy
Royal Bank
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Dr. Alan Middleton
Schulich School of Business
York University
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Neale Halliday
SVP, Head of Planning
BBDO Advertising
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Nancy Helstab
Partner
BrandEdge
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