Welcome by ChairmanDr. Alok Bharadwaj, Senior VP, Canon India Ltd. Special Invitee: Rajesh Jejurikar, Chief Executive (Automotive Division), Mahindra & Mahindra Ltd. Virginia Sharma, Vice-President, Marketing and Communications, India / South Asia, IBM
Ballroom
10:00 am - 1:00 pm
Keynote Speaker
Shane Gibson, International Speaker and Author - “Guerrilla Social Media Marketing”
Guerrilla marketing is about achieving conventional goals by unconventional means. Instead of investing huge sums of money and people time, guerrillas use innovation, information, creativity and community to succeed. Social media is often referred to as a guerrilla media, but that’s only true if you and your organization understand the principles & processes of “Guerrilla Social Media Marketing”. In this fast paced keynote address Shane Gibson will show you and your team how to successfully create a guerrilla marketing culture in your organization and succeed in your social media activities. In this session you will learn:
The Top Ten attributes of a Guerrilla Social Media Marketer
How to tap into large influential networks online and offline
The power of nano-casting and nano-marketing
How to develop and manage a social media marketing campaign
Plus 5 strategies to help you maximize social media ROI
Panel of Indian Leaders and Brand Experts discuss on “Application of Guerrilla Marketing in businesses...” (Indian Context)
Nita Kapoor, Executive Vice President - Marketing & Corporate Affairs, Godfrey Philips India
Sandeep Arora, Director - Sales & Marketing,
Intel Technology India Pvt. Ltd.
Sandeep Sharma, Sr. Vice President, Marketing & Sales,
TIMES NOW & ET NOW
Sanjeev Kotnala, Vice President - Brand Comm and National Head, Dainik Bhaskar Group
Shivnath Thukral, Group President - Corporate Branding & Strategic Initiatives, Essar Group
Ballroom
1:00 pm - 2:00 pm
NETWORKING LUNCH
2:00 pm - 3:30 pm
Keynote Speaker
Tony Hertz, Founder, Hertz Radio and Other Clever Advertising Ltd.
“Making Waves - The Sound of Successful Brands”
This compelling session - evolved from Tony’s highly acclaimed creative radio seminars, conducted in 30 countries - demonstrates the vital role that the neglected sense of hearing can and should play in enhancing all aspects of Integrated Marketing Communication: Web Sound, The Voice of Business, Successful Sound Environments and The 7 Secrets of Creative Radio.
Ballroom
3:30 pm - 3:45 pm
TEA / COFFEE BREAK
3:45 pm - 5:30 pm
Plenary Session
Rajesh Chakrabarti, Chief Marketing Officer & Chief Innovation Officer, Reliance Commercial Finance and Reliance Home Finance
Amitesh Rao, Director - Brand and Media, MTS India
Lakshmikant Gupta, Chief Marketing Officer, LG Electronics India
Shivnath Thukral, Group President - Corporate Branding & Strategic Initiatives, Essar Group
Ballroom
2:00 pm - 5:30 pm
World Brand Congress Technical Sessions
(2:00 pm - 2:30 pm)
Kristin Luck, President, Decipher, Inc
“The Delicate Art of Re-Branding: Retaining Equity While Creating a Fresh Face”
Ah, the rebranding conundrum. You don’t want to lose valuable brand equity and awareness that you’ve worked so hard to build, but you also don’t want to become stale and stagnant. By exploring a number of famous (and not-so-famous) case studies, Luck shares on-the-ground experiences to help deconstruct and analyze how companies hit, or miss, that re-brand balance. As a market researcher who works closely with many top tier companies, and advertising agencies who specialize in client branding, Luck brings a viewpoint that is pragmatic and knowledgeable.
Takeaways:
Learn how research can fuel a rebranding effort from the get-go
Discover practical tools to take back to the drawing board for rebranding
Find out ways to uncover what your brand is truly representing to your target audience
Relive a seasoned marketing researcher’s experience with rebranding her own company
(2:30 pm - 3:00 pm)
Marc Cloosterman, Chief Executive Officer, VIM Group
“Trends in Brand Implementation Management”
More and more emphasis in rebranding programmes nowadays is on the implementation process. It’s where the big money is involved and also where the internal organization needs to be fully aligned to reflect the new identity in all its applications. Marc will explore some of the core insights he has gathered over the past two decades. Do’s and don’ts learnt through experience, and the latest insights and trends in the discipline of brand implementation.
(3:00 pm - 3:30 pm)
Verity Evans, Strategy Director, Venture Three
“Winning in India”
How to create brands for the world’s most exciting and complex marketplace Focusing on the communications and entertainment industries, looking at what works and what doesn’t and offering some simple principles to building a successful brand programme. Includes review of successful brand launches in 2011 and preview of trends to expect in 2012
Take aways:
Principles for success
Learnings and insights from real examples
Trends to look out for
Salcette 1 & 2
3:30 pm - 3:45 pm
TEA BREAK
2:00 pm - 3:45 pm
CMO Council (India Chapter) meeting hosted byDonovan Neale-May, Executive Director, CMO Council
Malabar
3:45 pm - 4:00 pm
TEA BREAK
4:00 pm - 5:00 pm
Special Session
IBM Panel Discussion on the "Evolving Role of the CMO”
Moderated by Virginia Sharma, VP - Marketing & Communications (India/South Asia), IBM
Panelists:
Dr. Alok Bharadwaj, Senior VP, Canon India Ltd.
Neeraj Sanan, Exec. VP. Marketing & Distribution, Media Content & Communication Services India Pvt. Ltd.
Chaired by: Dr Adil Malia, Group President - HR, Essar Group
Prof. Rohit Deshpande, Sebastian S. Kresge Professor of Marketing, Harvard Business School
“The Provenance Paradox and Country-of-Origin Branding”
Since a product's country of origin of the product establishes its authenticity, companies from emerging markets are unable to price products comparably to similar firms from developed markets. This problem of establishing authenticity, called the "provenance paradox," represents the biggest marketing challenge for emerging markets in the next decade, as companies in emerging markets try to compete in product categories for which their countries are not known. Professor Deshpandé will present his research on Country-of-Origin branding and successfully battling the provenance paradox as showcased in part of his December 2010 Harvard Business Review article, "Why You Aren't Buying Venezuelan Chocolate."
Ballroom
10:45 am - 11:00 am
TEA / COFFEE BREAK
11:00 am - 11:45 am
Keynote Speaker
Bryan Pearson, President, LoyaltyOne Inc.
“From the Mouth of India’s Consumers: New Research into Attitudes about Loyalty”
With one of the world’s fastest-growing major economies and more than 1.2 billion people, India’s loyalty marketing industry is poised for historic growth. But exactly what are the best ways to communicate with the increasingly sophisticated consumers of India, and how do they view the relationship between data sharing and privacy?
This session will highlight the latest findings on the attitudes and perceptions of loyalty marketing in India. These first-of-a-kind surveys reveal surprising insights into the consumer’s mindset around privacy, relevance and the expected benefits of sharing personal information. Come hear about the evolving viewpoints and expectations of one of the world’s most dynamic economics, and how these sentiments compare with other major markets.
Ballroom
11:45 am - 12:30 pm
Keynote Speaker
Prof. Neale Martin, Founder and Chief Executive Officer,
Sublime Behavior Marketing
Author- "Habit: the 95% of behavior marketers ignore."
“Where Brain Science meets marketing”
Generations of marketing and business school graduates have been taught marketing principles based on a profoundly flawed assumption: Consumers are rational agents making conscious decisions. Scientists across disciplines of the mind (neuroscience, cognitive and social psychology, behavioral economics, and others) reveal a completely different picture of human decision making. Most consumer behavior is in fact the result of unconscious mental processes that defy conscious introspection.
Dr. Neale Martin will present his cutting-edge insights into how marketing is brain science. He will discuss how these findings are changing the foundations of marketing and how a handful of companies are leading the way.
Ballroom
12:30 pm - 1:15 pm
Plenary Speaker
Alex Batchelor, Chief Operating Officer, BrainJuicer
“Are companies wasting $32bn on Market Research?”
I don’t have the latest numbers for the size of the market research industry - but I know that it was roughly $32bn in 2008. I am told it contracted slightly in 2009 and grew slightly in 2010 - but either way it remains a big number. Why do companies spend so much? How do they know the money is being spent wisely? How do they know researchers are even asking the right questions?
One of the principle truths of current research dogma is that researchers must only ask me about me; my hopes, beliefs, what I would buy or not buy. The one thing you must never ask is what I notice or predict about other people. This approach is seen as market research’s best way of getting to the truth and the only way to accurately predict how ideas will perform in the marketplace.
Advances in neuroscience, psychology and behavioural economics have unearthed startling findings as to how the human mind works in the last 20 years - we simply don’t think as much as we like to think we think, and we certainly don’t know as much as we think we know. In summary, we are feeling machines that also think (and not thinking machines that sometimes feel), we are masters of self-deceit and are much better at spotting deceit in others than ever admitting it to ourselves. Most importantly, we are often very poor predictors of our own behaviour. Companies will simply not improve their understandings of their consumers, nor improve their marketing, if they don’t also improve their methods and try new techniques. If marketing is one of the engines of economic growth, then a lack of innovation in market research will inevitably lead to a lack of innovation in new products and services.
What if we tried to do some things differently? Let BrainJuicer® show you how...
Ballroom
1:15 pm - 2:15 pm
NETWORKING LUNCH BREAK
2:15 pm - 3:30 pm
Morten Albaek, Group Senior VP, Group Marketing & Customer Insight, Vestas Wind Systems A/S
Arun Iyer, National Creative Director, Lowe Lintas
Rajita Chaudhuri, Dean (Centre for Graduate Studies), IIPM and Director, Planman Consulting
Ballroom
3:30 pm - 3:45 pm
REFRESHMENT / NETWORKING BREAK
3:45pm - 5:30pm
Brand Experience Sharing by Experts
Abhra Banerjee, Vice President - Marketing, Century Ply
Mark Phibbs, Senior Director - Global Channel Marketing & Senior Director (Asia Pacific), Adobe Systems
Sandipan Ghosh, Global Head of Marketing, Tiffany Foods (UAE)
Presentation by Essar Group*
Presents
THEME: “The Power of Digital & Mobile Marketing”
8:30 am - 9:15 am
Registration Opens and Tea / Coffee
Malabar
9:15 am - 9:30 am
LIGHTING OF LAMP & OPENING REMARKS:
Dr. Alok Bharadwaj, Sr. Vice President, Canon India
9:30 am - 11:00 am
KEYNOTE ADDRESS:
Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Ltd. Mobile and its Importance as a Media
Antti Ohrling, Chairman, Blyk Media With Mobile Marketing To Indian Youth
Jonathan Kopp, Partner & Global Director, Ketchum Digital Public Relations in the Era of the Social Web
11:00 am - 11:15 am
MORNING REFRESHMENTS
11:15 am - 12:45 pm
SESSION I
Jad Hindy, Anarchist - Founding Partner, Netizency How to Build a Social Brand
Takayuki Hoshuyama, CEO, D2C Visions for the Future of Mobile Marketing
Sumit Rastogi, Director - Telecom Watch Segment, The Nielsen Company Connecting with Indian Digital Consumers
12:45 pm - 1:30 pm
NETWORKING LUNCH
1:30 pm - 3:00 pm
SESSION II
Lalit Bhagia, Vice President & Head - Digital (Internet & Mobile), STAR TV Creativity in Digital
Amit Tiwari, General Manager & Country Head Media, Philips Electronics India Role of Creativity and Innovation in Digital and Social Media Marketing
Sanjay Vijayakumar, Chief Executive Officer, MobME Wireless Solutions Pvt. Ltd. The Evolution of Kerala Tourism Brand Mobile Strategy - From WAP site to the worlds largest Iphone/Ipad campaign for Tourism
3:00 pm - 3:15 pm
EVENING REFRESHMENTS
3:15 pm - 4:00 pm
SESSION III
Social, Mobile & Video - The Future of Digital Marketing? - Panel Discussion
Debadutta Upadhyaya, Vice President - India, Vdopia Inc.
Krishna Prasad, Chief Experience Officer, Dentsu India
Shantanu Sirohi, Co-Founder and Chief Operating Officer, Interactive Avenues
Siddharth Hegde, Managing Director, Ethinos Digital Marketing
4:00pm - 5:00 pm
SESSION IV
Maya Hari, Director - Digital (Internet & Mobile), Conde Nast Digital India The Digital Marketing Lifecycle: The New World of One Screen
Vineet Narang, Chief Executive Officer, MobiQuest Customer Acquisition, Retention & Engagement in Mobile and Digital Age
Shameek Chakravarty, Co-Founder & Chief Operating Officer, OHANA Media Leveraging Cross Channel Data to Improve Marketing Efficiency
5:00 pm - 5:10 pm
CLOSING REMARKS
Presents
(Private Label Forum)
9:30 am - 10:00 am
Conference Registration
konkan
10.00 am - 11.30 am
Opening Keynote
Private Brand: From Impact to Movement
Adrian Terron, Vice President, The Nielsen Company
11:45 am - 1:15 pm
How to walk and Talk Luxury
Glyn Atwal, Professor for Luxury Brand Management,
ESC Rennes School of Business
Shaziya Khan, Executive Planning Director, JWT
The surge in private label goods by Indian Retailers? The factors causing the boom
Asitava Sen, Sr. Director and Head (Food and Agribusiness Research & Advisory), Rabo India Finance
The Evolution of Private Labels at Retail
Pankaj Gupta, Head of Consumer and Retail Practise,
Tata Strategic Management Group
1:15 pm - 2:00 pm
NETWORKING LUNCH BREAK
2:00 pm - 4:30 pm
What will it take to create a Private Brand movement in India
Opening Remarks by Preeti Vyas, Chairwoman and Chief Creative Officer, Vyas Giannetti Creative
Ballroom
9:45 am - 10:30 am
Jack Bredenfoerder, Strategic Color Consultant, BV Color Strategy
“Color Strategy, Forecasting and Expressions”
When you’re selecting colors for a project, do you go with your gut or do you have a solid color strategy? If you’re winging it—and even if you aren’t—you can learn a lot from color expert, Jack Bredenfoerder. He’ll share his five key components of forming a compelling color strategy and explain how he creates a color forecast that looks beyond the current market trends. You’ll get to see examples of good color usage and discover great ideas for working with color that you can apply to your own projects. All attendees will also receive a copy of Jack's 2012 color forecast.
10:30 am - 10:45 am
REFRESHMENT / NETWORKING BREAK
10:45 am - 1:00 pm
Presentations by design experts on “DESIGNOMICS”
Moira Cullen, Senior Director Global Design, The Hershey Company
“SOFT POWER: 21st Century Design Value”
Sticks. Carrots. Or Design. Business is war. And market success depends on the right use of power. So what is the right use of design’s power in business today? If power is the ability to influence the behavior of others to get the outcome one desires, in today's emotional economy design's ability to embody meaning and shape preferences through the power of attraction is critically valuable. This new design leadership -- tangible and intangible, thinking and making -- aligned with consumer values and business goals is transformative. It is the soft power of 21st century brand strategy.
Magnus Aspegren, Director - Singapore Studio,
BMW Group, Designworks USA
"visual brand language: The untapped opportunities"
The creation of a visual brand language is most frequently seen as an opportunity to communicate a recognizable, consistent and coherent message to the customer. But how can a visual language enable efficiency and a long term strategy that provide product economics and opportunities? In his talk, Magnus Aspegren will explore how a visual brand language can go beyond immediate visual communication to provide corporate alignment and development directives for long term business success, enabling new opportunities and growth.
Jonathan Bonsey, Managing and Creative Director,
Bonsey Design Partnership
Ballroom
1:00 pm - 2:00 pm
NETWORKING LUNCH BREAK
2:00 pm - 3:30 pm
Presentations by design experts on “DESIGNOMICS”
Justin Peters, Global Creative Director, Siegel+Gale
"Building a University Brand from Ground Up - The King Abdullah University of Science & Technology (KAUST)"
Prof. Min Wang, Dean (School of Design), China Central Academy of Fine Arts
“Create branding images within complex social and political context”
How to create branding images for Chinese company, for Beijing, and for China during a historical moment and in a very complex social and political environment. Min Wang will talk about his experiences working in China of creating images for Beijing 2008 Olympic Games, for China Daily, the most important media company in China, and other institutions.
Ballroom
3:45 pm - 4:00 pm
TEA/COFFEE / NETWORKING BREAK
4:00 pm - 5:30 pm
Panel Discussion on DESIGNOMICS & DESIGNOMICS AWARDS
“Design + Economics = A Profit Building Prescription”.
The Design industry is fast emerging from a cosmetic beautification option to a serious discipline that helps businesses navigate through today’s economic uncertainties and generate value in tomorrow’s products and services. This merging of the Design and economic disciplines has given birth to Designomics. To celebrate this union of Design and Economics, the First Annual Designomics Awards will recognize and acknowledge examples of great Design that were effective in creating added value to a business through the use of Strategic Branding and Design in Graphics, Product and Service domains.
The Designomics Awards will be awarded on the basis of effectiveness and tangible results through intelligent use of Design, to those enlightened businesses that took the forward step in accepting the value of Design and incorporated its various skillsets and concepts in their path towards growth and profitability.
Dilip Chhabria, Founder and Promoter, Dilip Chhabria Design Private Ltd
Aparna Piramal Raje, Director, BP Ergo & Columnist, Mint
Pradyumna Vyas, Director, National Institute of Design
Satish Gokhale, Director, Design Directions
Ballroom
11:00 am - 1:00 pm
World Brand Congress Technical Sessions
Chris Aubrey, VP - Global Retail Marketing (Sport Performance), Adidas AG
“Connectivity, Sustainability, Transparency, Social Responsibility: What does all of this mean for brands and retailers expected to drive bottom line growth?”
Part 1: Delivering the brand promise at retail - the insights that created the virtual footwear wall.
Are brands really delivering their brand promise at retail? What about consumer expectations - are brands also delivering what the consumer wants? In the first part of this session we will explore the insights that led to the development of the virtual footwear wall, how it will deliver against the brand promise and deliver bottom line growth.
Part 2: A vision of the future of retail in a connected, sustainable and socially responsible world. The world has changed significantly - consumers’ lives have changed beyond recognition and will continue to with the advent of the digital age. On top of the increasing transparency that this new connected world brings, brands and retailers are being squeezed on all sides, with rising costs, austerity measures in many western markets and rising consumer expectations around social responsibility taking their toll on product margins. In part 2 of this session we will investigate how social networks, connected retail, product supply chain and the power of the crowd can evolve to meet the challenge of delivering against consumers’ and shareholders’ expectations. Additionally, we will discuss how manufacturer brands need to take a leaf out of the book of service brands, build in ‘feed’ and learn to work with transparency and all the benefits it can bring to product development.
Anthony Swart, CEO, The Brand Union
“Can brands self-actualise in Africa?”
Can premium First World brands that deliver on intellectual and emotional values hope to work in African markets?
A Mont Blanc pen which appeals to ideals of status and prestige may not enjoy the same success in Africa as Bic, which responds to basic needs of functionality and reliability. But that’s not to say the likes of Mont Blanc should write the continent off.
Indeed, African brands themselves are growing towards this ideal of self-actualisation (the ongoing quest to maximise your potential) which - as the master of motivational studies Abraham Maslow contends - is a process and not a goal. This provides great opportunity for brands like Mont Blanc, who just need to understand the socio economic dynamics in Africa, and use these to better understand the journey toward self actualisation of their African customers.
The act of striving to fulfil your potential begins with fulfilling the most basic customer needs.
Only then can your consumer - and your brand - advance to a higher level. The key is to understand what motivates a brand to ascend towards self-actualisation.
Examples:
How MTN changed their thinking in Nigeria, and Nigeria’s understanding of brand marketing?
Airtel- translating an Indian brand’s values into Africa
Oando- building a pan-African energy giant
Konkan
11:00 am - 1:00 pm
World Brand Congress Technical Sessions
K V Sridhar (Pops), National Creative Director, Leo Burnett
Craig Briggs, Managing Director (Asia),
Brandimage - Desgrippes & Laga
“Bridging Brands and Borders - Trends & Tactics to Optimize Brands in Asia”
Global companies wish to extend their brands across borders to new markets in Asia, seeking deep connections to new customers and cultures. At the same time, local brands are becoming actively interested in developing their brands to extend beyond their local borders. See how brands are adapting and innovating to establish deeper, more meaningful connections with consumers - and how is design playing a critically important role in this process.
Malabar
1:00 pm - 2:00 pm
NETWORKING LUNCH BREAK
2:00 pm - 3:30 pm
World Brand Congress Technical Sessions
Jonathan Copulsky, Principal, Deloitte Consulting LLP.
“Brand Resilience - Managing Risk and Recovery in a High Speed World”
Today's brands are more valuable than ever, but they're also more fragile. With saboteurs lurking around every corner (inside and out), organizations need to manage risk, be ready to defend against attacks, and bounce back fast after a hit.
How can you protect your brand? By playing active and consistent defense. And that starts with understanding how susceptible your organization is to brand sabotage and how to reduce its likelihood and impact.
Attendees will learn:
How to understand their organization’s susceptibility to brand sabotage
How to reduce the likelihood and impact of brand sabotage
How to stay a step ahead of potential saboteurs by building the organizational capacity to expect the unexpected
Case Study on EMart
Peter Dixon, Senior Partner Creative Director, Prophet
"Emart Reinvented: Transforming as a World-Class Retailer"
After years of leadership in its home market and being called the “Korean Walmart,” Emart was pushing hard to become recognised as a world-class retailer in its own right. The challenge was clear: For Emart to achieve world-class retailer status, it would need to undergo a major transformation. It needed to more effectively engage customers through an experience unlike any other in the Korean market.
Join Peter Dixon, Senior Partner and Creative Director at Prophet and Joongho Chang, Vice President, Marketing Strategy Division, Emart as they share how they used strategy-led design to develop three formats to transform Emart and create a truly unique shopping experience across 3 formats: A warehouse/club-style store (Traders), a lifestyle-oriented consumer electronics store (Matrix), and a pet store named after one of the Emart chairman’s dog. (Molly)
Konkan
2:00 pm - 3:30 pm
World Brand Congress Technical Sessions
Tom Sitati, Executive Director, Interbrand Sampson
“The Role of New Media in Africa's Brand Development”
Africa has becoming the continent in global focus for several reasons, key among them being the emergence and growing influence of new media technologies on consumer behaviour. These technologies are having a major impact on society and this is having a major influence on how brands interact with the market. The African brandscape is defying stereotypes, charting paths never seen before and continuously offering up surprises to the rest of the world.
Audience Take Away:
An appreciation for new media developments in Africa
An appreciation for the dynamic African market as influenced by new media technologies and what many see as an "African awakening"
An understanding of the new dynamic African consumer in the light of empowerment by/influence of new media technologies
Dr. David Kippen, CEO and Chief Strategist, Evviva Brands Plc
"Mindful Brand Management"
Your workforce knows everything the marketplace needs to know for your brand to succeed. But do you know what they know? Do your customers? Dr. Kippen will share a new way to understand and unlock the powerful relationship between service brands--he calls them "people brands"--customers, and employees.
