implicit marketing

Book now at research-live.com/events

One-day conference9 June 2011 The King’s Fund11–13 Cavendish SquareLondonW1G 0AN

Shaun WoodwardShadow Secretary of State for Northern Ireland

Karen WiseManaging DirectorBrand Driver

Marilena D’AmoneHead of Developing Markets InsightReckitt Benckiser

Phil BardenFounderDecode Marketing

Mike WeberHead of AnalyticsInterbrand

Richard EllwoodDirector, Brand and MarketingThe Walt Disney Company

Rory SutherlandExecutive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman, Ogilvy Group UK, and President,

Rob MossHead of Customer Marketing, UK & Irelandlastminute.com

Mark EarlsAuthor of Herd

Tom SimpsonManaging DirectorSimpson Carpenter

Speakers include

Join experts from Disney, lastminute.com, Reckitt Benckiser, Interbrand and the Ogilvy Group who will show how research can be used to:

improve brand development and positioning using innovative co-creation approaches

understand social, emotional and cognitive consumer drivers that influence purchasing decisions and brand affiliation

optimise brand engagement and measure how customers interact with your brands

strengthen brand loyalty and get loyal followers to spread your brand message

protect and sustain a brand when its icons are damaged

Additionally, don’t miss out on keynote insights from Mark Earls author of Herd.

Book before 18 March

and save £100

Feeding consumer insight into brand strategies to build, sustain and drive brand affiliation

BRANDRESEARCH

08.30 Registration and coffee

09.15 Chairman’s opening remarksRoy Langmaid, Founder, The Langmaid Practice

A poTTED HiSToRy oF BRANDS

09.30 Brand history: How brand development has evolved over the past decade n Tracking the journey of branding and of consumers

n Notable success stories of the last ten years

n The rise of brand integrity and corporate social responsibility

Mike Weber, Head of Analytics, Interbrand

A NEW pARADiGm FoR BRAND STRATEGy

10.00 Keynote: Radically changing the way we think about brands

n Quantitative analysis of buyer behaviour

n Understanding brands as social not individual phenomena

n Applying new thinking to brand strategies

Mark Earls, Author of Herd

THE CHANGiNG BRANDSCApE

10.30 ‘Access facilitation’: The new opportunity for brands in an age of austerityn Examining the growing hunger for access brands –

access to what?

n How ‘beat the system’ brands undermine old models of wealth

n Determining the untapped importance of social mobility in brand theatre

n Assessing the increasing need for research which addresses the socially unacceptable

Mac Andrews, Founder, Quantum Steps

11.00 Morning refreshments and networking

WHEN BRANDS Go WRoNG

11.30 Protecting and rebuilding a damaged brandn Assessing to what extent a political brand can survive the

loss of reputation of its leaders

n Examining the role of research in determining the course and lifeline of such brands

n Analysing the difficulty of protecting and sustaining a brand when its icons are damaged

n The problems that arise if you don’t listen to research

Shaun Woodward, Shadow Secretary of State for Northern Ireland

Research is the leading provider of high-quality events for the research and insight industry. Organised in association with MRS and aimed at researchers from agency and clientside, the events are designed to educate and inspire across a diverse range of topics. Learn the latest research techniques, debate with leading experts in their field and network with insight professionals from the worlds of research, advertising, marketing, data analysis, brand management and academia.

Brand Research conference, 9 June 2011, The King’s Fund, 11–13 Cavendish Square, London W1G 0AN

Book now at research-live.com/events

TM

l Understand specific customer segments better

l Sustain a brand when its icons are damaged

l Examine key influences in consumer decision-making

l Extend and strengthen brand loyalty

l Co-create to develop and position a global brand

l SAVE £100 when you book before 18 March with the Early Bird Discount

FIVE REASONS TO BOOK TODAy

Brand Research may not be able to promise the holy grail of brand strategy but it can guarantee a fantastic line up of leading brands, renowned brand gurus and innovative market research professionals who will demonstrate how through research, companies can get closer to knowing what their customers want from a brand and identifying how to match these expectations.

Hear how media, online, political and FMCG brands are have incorporated consumer insights into their brand development, positioning and loyalty strategies to drive customer engagement.

implicit marketing

UNDERSTANDiNG CoNSUmER BEHAvioUR

12.00 Boys and shopping: The facts and the myths

n Improving understanding of purchasing by boys: Where, when and why, who makes the decisions, how brands affect decision-making

n Examining Disney’s mixed methodology: Targeting boys, girls and parents in key European markets

n How boys’ attitudes to brands, retailers and character merchandise develop with age

Richard Ellwood, Director, Brand and Marketing, The Walt Disney Company

Karen Wise, Managing Director, Brand Driver

pANEL SESSioN

12.30 The psychology of decision-making: Key influences on consumer behaviourn Analysing social, cognitive and emotional drivers

influencing consumer attitudes and behaviour towards purchasing decisions and brands

n Examining new phenomena that may affect the psychology of consumer decision-making

n Understanding our social nature and how it shapes brand behaviour

n Evaluating behavioural, economic, neuroscientific and social theories of consumer behaviour to understand why consumers make the choices they do

Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman, Ogilvy Group UK, and President, Institute of Practitioners in Advertising

Phil Barden, Founder, Decode Marketing

Mark Earls, Author of Herd

13.15 Lunch

BRAND CREATioN AND DEvELopmENT

14.30 Putting your brand in your customers’ hands: Co-creation approaches to brand developmentn Using co-creation effectively for brand creation,

extension and rejuvenation

n Optimising online and offline creation approaches for brand development

n Comparing the value of insights generated through communities and crowdsourcing

n Quantifying the value of co-creation and determining howit drives brands that engage customers

n Feeding co-creation outputs back into the brand development process

Roy Langmaid, Founder, The Langmaid PracticeDoron Meyassed, Managing Director, Promise

15.00 Mortein: Co-creating a global brand positioning

n Examining how Face and Reckitt Benckiser pioneered an approach to co-creating brand strategy and positioning

n Uniting disparate markets with diverse perspectives and traditions

n Building brand values, personality and narrative from a consumer perspective by starting and ending with consumer collaborators

n Working collaboratively, from strategy to communications, with multiple agency partners in different markets, to ideate and deliver joined-up thinking and outputs

Saul Parker, Research Director, FaceMarilena D’Amone, Head of Developing Markets Insight, Reckitt Benckiser

BUiLDiNG BRAND LoyALTy

15.30 Identifying and cultivating brand ambassadorsn Understanding the value of advocacy to your bottom line

n Identifying your brand VIPs and understanding how to turn them into brand ambassadors

n Evaluating how to drive brand advocacy in different online and offline environments

n Measuring the impact of physical and digital brand advocacy

Stephen Philips, Chief Happiness Officer, Spring Research

16.00 Afternoon refreshments and networking

16.30 Death of loyalty: Meeting the new challenge of establishing brand loyaltyn Examining the level of loyalty in the online travel market

n Identifying the people that are most closely aligned with the lastminute.com brand

n Determining the promotions and offers that will attract the target market to the website

n Using research to understand how to keep customers coming back for more

Rob Moss, Head of Customer Marketing, UK & Ireland, lastminute.com Tom Simpson, Managing Director, Simpson Carpenter

BRAND TRACKiNG AND moNiToRiNG

17.00 Optimising the journey to brand engagement by understanding how your customers interact with your brand n Understanding implicit and explicit responses to brands

n Developing a layered approach to uncover the key drivers of brand engagement

n Examining qualitative techniques for extracting insights on how consumers use, feel and talk about brands

n The herd effect and how this affects brand engagement

Nathan Evans, Experience Manager, Mesh PlanningClient to be announced

17.30 Closing remarks from the chair

Brand Research conference, 9 June 2011, The King’s Fund, 11–13 Cavendish Square, London W1G 0AN

Book now at research-live.com/events

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Brand Research, 9.6.11, The King’s Fund, 11–13 Cavendish Square, London W1G 0AN

Please note. Early Bird fees must be paid in full by 18.3.11

Book before 18 Marchand save £100