Change is hard. That’s why the future can look so much like the past. And why brands and the marketers who manage them often lose their edge. For those marketers who see comfort zones as a dangerous place, we have designed a unique experience around brand strategy for you. One that challenges the thinking about brands and brand management. And one that breaks free from yesterday’s marketing conference format.
The Un–Conference: 360 Degrees of Brand Strategy for a Changing World, Featuring John Sculley of Apple and Pepsi Success
For two days next week, May 16 & 17 in San Diego, California we will focus on the most important concepts in brand strategy in a competitive-learning workshop where marketers compete and learn in teams. The walls are down — no podiums, no stages, the experts are embedded in the teams. Next, let’s look at the agenda, which does not include the BIG surprises we have planned.
Wednesday May 15th, 2013
Meet & Greet Mixer 7:00-9:00 pm at The Andaz Hotel Rooftop Pool, where you will meet your teammates
Workshop Day 1
Thursday May 16th, 2013
The Un-Conference starts at 8:00 am
Introductions with John Sculley
Competitive-Learning Game Description, Rules, Day 1 Prize Revealed, Game Begins
Brand Strategy in a Changing World, Brands in the 21st Century
The Five Drivers of Customer Brand Insistence
Value Creation, The Role of Shared Values
First Break 10:00-10:30 am
Understanding Customer Motivations & Benefits
Using Marketing Research to Craft the Most Powerful Brand Position (Team Exercise)
Lunch 12:30-1:15 pm
The Five Most Powerful Sources of Brand Differentiation
Creating a “Category of One” Brand (Team Exercise)
Second Break 3:15-3:45 pm
Branding Commodities (Team Exercise)
Day 1 completed, Prize Awarded at 5:30 pm
Dinner 6:00 pm, Your Registration INCLUDES a Semi-Private Dinner at Petco Park and a seat to watch Major League Baseball’s San Diego Padres and Washington Nationals compete!
Workshop Day 2
Friday May 17th, 2013
The Un-Conference starts 8:00 am
Welcome Back
Day 2 Prize Revealed
Game Resumes
The Art of Brand Storytelling
First Break 10:00-10:30 am
Brand Storytelling Strategy (Team Exercise)
Lunch 12 noon-1:00 pm
Customer Touch Point Design (Team Exercise)
Second Break 3:00-3:30 pm
The Art & Science of Brand Extension
Overcoming Complex Brand Challenges
Day 2 completed, Prize Awarded at 5:00 pm
These two days are reserved for those marketers who want to change the world by creating more value than ever before for those that are most important to their brand’s future. Are you one of these marketers?
The are NO attendees – Only Participants.
Who should participate:
- Marketing oriented leaders
- Marketing professionals (brand managers, product managers, directors, vice presidents, etc.)
- Advertising agency professionals (account executives and planners)
- All marketers faced with brand strategy issues
- All professionals charged with brand building and management
- All professionals officially numb to yesterday’s marketing conference format
- Marketers from healthcare, consumer packaged goods, advertising and many other sectors are participating.
The Un-Conference is Sponsored By: QualQuant Signals, American Marketing Association, Branding Strategy Insider and The Blake Project
Action vs. Reaction: The Un-Conference: 360° of Brand Strategy for a Changing World
Featuring John Sculley May 16-17, 2013 in San Diego, California
A unique, competitive-learning workshop limited to 100 participants
As in the marketplace — some will win, some will lose, All will learn
