Theme: Silicon Valley in Transition.

In 2007 the brand summit brought together an exclusive group of experienced technology marketers interested in discussing new ways that brands could embrace new technologies and fresh thinking. The session leaders facilitated lively discussions focused on uncovering techniques designed to build brand value and maximize competitive advantage. The participants left the summit refreshed, inspired and energized. Not bad for a day's worth of work!

 

HIGHLIGHTS

 
Keynote Speaker

Cammie Dunaway

CMO, Yahoo

 

Cammie Dunaway gave a lively presentation that gave attendees an insight into Yahoo! branding and marketing efforts, including global advertising campaigns and strategic partnerships.

Featured Speaker 

Jim Gregory

Founder & CEO, CoreBrand

 

A respected author and speaker Mr. Gregory shared his insights on how to measure the power of brands and their impact on a corporation's financial performance.

 

SESSION TOPICS

SESSION LEADERS

 
Session 1

Building Branded Online Communities

Moderated by: Catherine Smith, Secondlife

The idea of building a "community" is one of the hottest topics for brands today, as it is considered a key component for creation of brand loyalty which helps retain customers and create brand advocates. What are the ways that brands are building brand communities? How do you create an experience where people connect with other people and feel a part of your brand? How do you encourage feedback and what happens when you hear things you may not like? What types of community building tools are available and how do they work?

Catherine 
Smith

Director of 
Marketing
 

As Director of Marketing for Linden Lab, Catherine Smith is responsible for the communications and promotional activities for the virtual world Second Life. With daily responsibilities that might rival those of the press secretary of a rapidly developing nation, Smith surveys the virtual landscape to identify those residents who are developing the economic, social and creative aspects of Second Life to promote their stories and develop ways to attract others to join the Second Life community.

 
Session 2

Reinventing Silicon Valley Pioneers

Moderated by: Mike Sanchez, Cisco

The very nature of technology is to change the way that people communicate, work, and play. Over the last few years we've seen many new trends completely change the tech landscape, creating an issue of relevance for some of the most influential brands in Silicon Valley and beyond. Companies like Cisco, Intel, HP, Kodak have launched major initiatives to reinvent themselves in the face of this new landscape. What does it take to stay relevant in the technology world today? How are the Valley's pioneers reinventing themselves to stay on top for the next 20 years?

Mike Sanchez
Brand Strategy Manager
 

Mike has more than 20 years experience in marketing communications in high-technology, working with companies such as Adobe Systems, Silicon Graphics and Quantum Corporation. His work at Cisco focuses on the creation, integration and management of the corporate brand. Current projects include the annual report, the corporate overview, brand education and training, brand alignment and consumer branding.

 
Session 3

Global Marketing / Local Messaging

Moderated by: Peter Isaacson, Adobe

Let's face it, we live in a global economy, where cultural boundaries are shifting and markets are constantly changing. Today, one size does not fit all when it comes to creating a global brand. Unfortunately many marketers have learned this the hard way. What does it take to truly understand the different ways global audiences consume and react to marketing? How do brands maintain a consistent image while addressing culturally different audiences? What is the best way to address global issues and retail local relevance?

Peter Isaacson 
VP, WW Field 
Marketing
 

Peter Isaacson is the Vice President of Worldwide Field Marketing for Adobe Systems. Managing a team of over 175 marketing professionals that include personnel from Japan, Europe, North America, Australia and Asia, he is responsible for driving all customer outreach activities for Adobe worldwide.

 
Session 4

User Generated Content: Can Brands Let Go of Control?

Moderated by: Colin Decker, Yahoo!

From online branded content to actual consumer-created advertisements, the once exclusive role of "storyteller" is no longer solely in the hands of brands and their agencies. The arrival of the "creator generation" and the explosion in consumer generated content, is simultaneously exciting and frightening to brands, and raises many questions about how to embrace this new cultural phenomenon in ways that benefit brands. How do we empower consumers while protecting the brand? How does branded online video connect with traditional media to create more impact and reach broader audiences? What have we learned so far about the efficacy of consumer-created messages and their impact on brands? What is an "ad message" in the new landscape?

Colin Decker 
Director of Strategy,
Yahoo! Video
 

Colin Decker has an extensive repertoire in Film, Television & Online Media. He is an award-winning digital media executive with documentary films, commercials, and major web properties to his credit. In 2004, Colin joined Current TV with the goal to revolutionize online and broadcast media by inviting average citizens to create the programming. There, he worked to develop a first-to-market user-participation model comprised of expansive online and on-air offerings. At the center of his oversight is VCAM (Viewer-Created Advertising), a breakthrough in consumer engagement that has garnered coverage from The New York Times, USA Today and ABC World News Tonight.

 
Session 5

Brands, Blogs and Social Media: Strategies for Entering the Global Conversation

Moderated by: Derek Gordon, Technorati

Throughout the 20th Century, marketers perfected the art and science of mass communications, which often consisted of a "spray and pray" approach to reaching audiences. The explosion of blogging and other forms of social media on the Web is changing the paradigm. Today, everyday citizens control the means by which to create and publish content, and to attract and retain an audience. Today, brands increasingly feel they're losing control of both message and medium, and are being sidelined by the emerging paradigm. How can brands make the shift from mass communication to a one-on-one conversation with all those they seek to serve? We'll talk about strategies for, and the risks and benefits of, joining the emerging global conversation inherent in blogging and other forms of social media on the Web.

Derek Gordon 
Vice President, 
Marketing
 

Derek is responsible for marketing, communications and product marketing/development strategies at Technorati, the first and leading portal the Live Web and universe of social media. With nearly 20 years experience in the field of marketing, DJ has worked with The Thomson Corporation, VaxGen, DigitalThink and the San Francisco AIDS Foundation prior to joining the Technorati team.  

 
Session 6

The Year of the CMO

Moderated by: Kurt Apen, eBay

As the idea of "brand" becomes more and more relevant to companies of all sizes, the role of the CMO is growing in stature and influence. Today, CMOs are considered important players at the highest levels of the C-suite, with some of them finally being considered in line for CEO positions. What are the factors that are creating this change? How do senior brand and marketing executives elevate their role within corporate structures?

Kurt Apen 
Director of 
Marketing Strategy
and Planning
 

Kurt Apen is director of Marketing Strategy and Planning for eBay North America. Specifically, Apen is responsible for overseeing the U.S. marketing strategy for eBay.com, eBay Motors, eBay Express, and Half.com. Over the last two years in this position, Apen has played a leading role in the development of several integrated marketing campaigns for eBay, including the 2005 launch of the “IT” campaign and the 2006 launch campaign for eBay Express.

 
Session 7

Brand Integration: What Happens When Brands Come Together?

Moderated by: Laurie Probst, Symantec

In today's business environment mergers, acquisitions and consolidation are more and more common place. From a branding perspective, this presents some major challenges. What's the best way to present the new brand to customers, employees, partners and investors? How do brands reconcile their different personalities, approaches and offerings? How do they arrive at one brand...or should they?

Laurie Probst 
Senior Director, Global Enterprise Marketing Communications
 

Laurie Probst is the Senior Director of Global Enterprise Marketing Communications for Symantec. She is responsible for leading the strategy and development of the integrated marketing communications plans and development of materials. She manages a team of 20 marketing communications professionals who work in all areas of communications from Global Advertising, End User and Channel Materials, interactive and online marketing, and Direct Mail.

 
Session 8

Successful Management of Master Brand Vs. Sub Brands

Moderated by: Bill Schreiner, AOL

Many successful single brand entities end up in portfolio companies (Flickr, YouTube, Skype etc.), but some end up standing on their own and become the portfolio brands of the future. Single brand entities appear to have the advantage with respect to driving innovation and gaining customer engagement, but with ad revenue business models the darling of the market right now, acquisition appears to be the inevitable destiny for those start ups. Are multi-brand companies like eBay, Yahoo, AOL at an inherent advantage or disadvantage in an emerging categories such as internet video, mobile experiences? Should single brand companies solve the ad revenue issue from the beginning or delay until they have built an audience? Should multi brand companies innovate only in the areas of distribution and aggregation, and not waste resources on developing new experiences?

Bill Schreiner 
Vice President, UnCut Video
 

Bill Schreiner is Vice President of UnCut Video, AOL's user generated online video content offering. In this role, Bill led the development and launch of UnCut Video as it became a key offering in the AOL Video portal. Bill joined AOL in 1996 as a member of the Greenhouse, AOL's original content development group. In his first four years at the company, he led the charge to develop Love@AOL into one of the largest romance and personals sites on the web.

In April 2001, Bill launched AOL Tickets, the first one-stop ticketing destination to combine the inventory from all major ticketing vendors for live events. In 2003, Bill transitioned to the head of Community programming and oversaw programming operations for social networking, blogs, chat, message boards, groups and AIM programming.

 
Session 9

Brand Erosion

Moderated by: Greg Ott, Ask.com

Corporations spend tens, sometimes hundreds of millions of dollars building their brands and creating markets online. In today's digital world, in the blink of an eye, a few disgruntled or disillusioned consumers can undermine the brand's reputation, creating distrust, and putting the brand in a negative light with the channel and customers. Can smart marketers and brand managers control their brands and avoid brand erosion? In the two way dialog of the internet, what can be done to manage consumer comments and "brand bashing?" How important is it to move quickly to address these consumers? What can be done to protect the trust that brands invest so much to build, in an age when brands are more vulnerable than ever?

Greg Ott 
Vice President of 
Global Marketing
 

Greg Ott is the Vice President of Global Marketing for Ask.com, an InterActive Corp. Company. Greg is responsible for all online and offline marketing, advertising and brand strategy initiatives, including the recent re-branding and re-launch from Ask Jeeves to Ask.com.

Prior to joining Ask.com in 2004, he served as VP of Marketing at Xoom Corporation, an online-to-offline international money transferring services. Ott has also served as VP/General Manager at RealNames, a Web addressing and navigation platform built to improve on the existing Domain Name System using internet keywords.

 

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BEST PRACTICES REPORT

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Take a look at the Best Practices uncovered from the past summits.

+ Download 2008 PDF
+ Download 2007 PDF

 

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