1. business and industrial
2. advertising and marketing
3. marketing

22nd Annual MBA-LEVEL LINDSAY, STONE & BRIGGS
BRANDWORKS UNIVERSITY ® 2012
MAY 15-17, 2012 | Monona Terrace Convention Center | Madison, WI USA
HOW TO INCREASE THE ODDS YOUR
BRAND WILL TAKE OFF AND GROW
48 HOURS GUARANTEED TO GROW YOUR BRAND AND CAREER.
You’ll learn:
___ H
ow to engage consumers in a way that
accelerates business growth and financial
performance.
___ H
ow to organize and align your team in a way that
increases your odds of success.
___ The code for a successful launch time and again.
___ H
ow to strategize a truly integrated marketing
campaign fueled by proven drivers of growth.
___ H
ow the right content can habituate engagement
and launch multiple revenue streams.
___ S
tate-of-the-art persuasion strategies that trigger
sales.
___ H
ow to leverage the power of great design for
strategic advantage.
___ H
ow to frame a definition of success that will
delight your boss and investors.
___ H
ow to accelerate the exploration of game
changing solutions and new worlds of opportunity.
___ H
ow to grow and create barriers to entry by
drawing from 10 kinds of innovation.
___ Why today, your launch never really ends.
Despite all that’s happened in the world of business
the last few years, one thing hasn’t changed: You either
grow. Or you die. The growth imperative means most
every company’s strategic plan demands new and better
innovations be launched and marketed.
Yet despite all the hopes of growth and transformation they
engender, the odds of a new initiative escaping gravity are
still abysmal. Experts estimate success rates are no better
than they were 10-20 years ago.
It would be easy to joke that it shouldn’t be that tough to
improve—after all “it’s not rocket science!”
But we can’t really say that anymore. That’s because
there’s more computing power in a single mobile phone
than that used to first guide men to the moon. And like
rocketry, integrated marketing today is complex, dynamic;
requiring one to calculate the right propulsion, use complex
measurements and algorithms, be able to pull off critical
things while traveling at the warp speed of commerce
today.
And like the proven laws of physics driving rocket science,
there are laws of marketing science proven to make your
brand take off. Yet some may surprise you. So much has
changed in marketing the last few years. In fact, new data
and more robust research reveals many well-intentioned
marketers are operating with principles so out of date
they’re inadvertently causing their brand’s growth plan to
crash and burn.
Getting up to speed is why several hundred of the nation’s
leading marketers have registered to attend Brandworks
University 2012. They’re coming to find out what experts
say no longer works like it used to; to learn the credos now
proven to make a brand escape the gravity of a sluggish
economy; to experience the conference increasingly
referred to as the TED of marketing.
Main Sponsors:
Brandworks University is concepted, curated and
produced by Lindsay, Stone & Briggs
One South Pinckney, Suite 500, Madison, WI 53703
Phone: 608.251.7070 www.lsb.com
Support Sponsors:
We jumpstart brands
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NETWORK WITH EXECUTIVES ALREADY
REGISTERED FROM 3M, Abbott Nutrition, American
Egg Board, American Express, Ashley Furniture, Bayer
HealthCare, Benjamin Moore, Briggs & Stratton, Cable
TV Advertising Bureau, Dominos Pizza, GE, got milk?,
Kimberly Clark, International Forgiveness Institute,
Johnsonville Sausage, Kraft, Kohler, Microsoft, Nestle,
Nintendo, New Brunswick Securities Commission,
Northwestern Mutual, The Onion, Procter & Gamble,
Purell, REI, Rockwell Automation, Saris Cycling,
Schwan Foods, Scottrade, Sub-Zero, and more.
WHO BENEFITS FROM ATTENDING: With an
MBA-level curriculum, those who’ll get the most
from Brandworks U will be mid to senior-level
executives involved in either B2C or B2B marketing,
brand and communication strategy; those responsible
for advertising, PR, social media, interactive,
e-commerce, marketing research, insights, or new
product development.
A WORLD-CLASS FACULTY SO IMPRESSIVE YOUR
BOSS WILL WANT TO ATTEND WITH YOU:
• Jim Stengel, former GMO of Procter & Gamble and
author of “Grow”
• Ian Rowden, CMO for The Virgin Group
• Mauro Porcini, the global head of design for 3M
• Scott Bishop, tasked with new initiatives at Amazon;
past head of engagement marketing at Bing.com
• Michael Martin, VP Sales, Vibram FiveFingers
• Donna Murphy, VP Insight Lab for Discovery
Communications
• Peter Farrell, Director of Brand Development &
Strategy at QVC, Inc.
• John Jacobs, the EVP and CMO of NASDAQ
• Paul Matsen, CMO at the Cleveland Clinic
• Larry Keeley, co-founder and president of Doblin Inc.,
a member of Monitor Group.
• Roger Martin, advocate and author on Design
Thinking, Dean of the Rotman School of
Management at the University of Toronto;
• James Longuski, rocket scientist; Professor of
Aeronautics & Astronautics Engineering, Purdue
• Jeff Wordham, partner, Monitor Group
• Patricia Meier, CEO, HSM U.S.
• Adrianna Johnson, Editor at John Wiley & Sons, Inc.
• Marsha Lindsay, CEO at Lindsay, Stone & Briggs
• Gary Hirsch, Mame Pelletier, and Daryl Olson of On
Your Feet
REGISTER AT
www.brandworksuniversity.com/2012
FEE SCHEDULE
$1,999 through May 10, 2012
Satisfaction guaranteed or your money back.
Groups of 5 or more are eligible for discounts.
Educational institutions and charities
qualify for a special discount.
For more info, contact Phil Ouellette at
pouellette@lsb.com.
Registration closes May 10, 2012.
Register now at
www.brandworksuniversity.com/2012
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BRANDWORKS UNIVERSITY® 2012 AGENDA
AGENDA AT-A-GLANCE
TUESDAY, MAY 15, 2012
WEDNESDAY, MAY 16, 2012
THURSDAY, MAY 17, 2012
11:45Registration and box lunch.
Pick up your nametag,
textbook, bag of treats and
lunch.
7:15Continental breakfast
and networking.
7:15 Continental breakfast and
networking.
7:45 Kick off.
11:45Networking and book
signing. Have Jim Stengel
autograph your copy of
his new book “Grow.”
(All attendees receive it.)
7:50 Like mission control and
their astronaut team, learn
tips to collaborate well
under stress in close
proximity for long periods
of time, by On Your Feet.
7:45Kick off: Integration of
yesterday’s learning with
today’s.
12:45 Conference kick off.
12:50 How to have ideas at the
speed of light. By On Your
Feet.
1:30How the need for speed
dramatically affects what’s
now required for a brand
to take off. Marsha Lindsay,
CEO, Lindsay, Stone
& Briggs.
2:00How to accelerate business
growth through a focus on
higher ideals. Jim Stengel,
former Global Marketing
Officer at Procter & Gamble.
2:55 Break.
3:10How thinking like a rocket
scientist can help marketers
successfully launch a
payload. Dr. James Longuski,
rocket scientist. Professor of
Aeronautics & Astronautics
Engineering, Purdue
University.
3:40How to think about and
organize for launch in a way
that increases your odds
of success. Jeff Wordham,
partner, Monitor Group.
4:10Readying your brand for an
“opt-in” world. Scott Bishop,
Head of New Initiatives,
Global Payment Services at
Amazon.com.
8:40How to increase the odds
your brand will take off and
grow. Marsha Lindsay, CEO
of Lindsay, Stone & Briggs.
9:40The performance standards
that now define success (no
matter who the stakeholder).
John Jacobs, EVP & CMO,
NASDAQ.
10:35 Break.
10:50How to strategize a truly
integrated marketing
campaign fueled by what’s
proven to propel growth.
Paul Matsen, CMO,
Cleveland Clinic.
11:50Networking lunch facilitated
by On Your Feet.
1:10The marketing strategy so
innovative it launched a new
product, brand, category and
global movement. Michael
Martin, VP of Sales, Vibram
FiveFingers.
2:00How writing a book can help
a brand take off. Adrianna
Johnson, editor, John Wiley
& Sons, Inc.
2:30 Break.
5:10Integration of today’s
learning with tomorrow’s.
2:45How to find the fuel that lifts
underperforming brands
and launches new revenue
streams. Donna Murphy,
VP Insight Lab, Discovery
Communications.
5:20 Networking over cocktails
and live music. Weather
permitting, outside
overlooking Lake Monona.
3:35Persuasion boosters that
trigger sales. Peter Farrell,
QVC, Inc. Director of Brand
Development & Strategy.
7:15Link up for dinner on
the town.
4:30Why today, your launch
never really ends. Patricia
Meier, CEO U.S., HSM Global.
5:00 Networking over cocktails
and live jazz. Weather
permitting, outside
overlooking Lake Monona.
7:15Link up for dinner.
8:00How to leverage the power
of great design for strategic
advantage. Mauro Porcini,
global head of design for 3M.
9:00How to accelerate the
exploration of new worlds of
opportunity. Roger Martin,
Dean, Rotman School of
Management, University
of Toronto.
10:00Break.
10:15How to grow on a more
cosmic scale by drawing
from 10 kinds of innovation.
Larry Keeley, cofounder and
president of Doblin, Inc., a
member of Monitor Group.
11:15How aiming for the stars can
be a self fulfilling prophecy.
CMO of Virgin Group, Ian
Rowden.
12:15Awarding of conference
prizes.
12:30Conference toast and roast
by On Your Feet.
12:45Buffet lunch and final
networking.
1:45 Conference adjourns.
BRANDWORKS UNIVERSITY® 2012 CURRICULUM
DAY ONE
TUESDAY, MAY 15, 2012
11:45
REGISTRATION AND BOX LUNCH. Pick up your nametag, textbook, bag of treats and lunch.
11:45
NETWORKING AND BOOK SIGNING. Have Jim Stengel autograph your copy of his new book “Grow.”
(All attendees receive a copy.)
12:45
CONFERENCE KICK-OFF: Welcome and explanation of conference contests and prizes.
12:50
HOW TO HAVE IDEAS AT THE SPEED OF LIGHT. Learn brain exercises for the MBA-level learning to
come, from On Your Feet. They’re the consultancy that uses improvisational and experiential techniques
to help organizations create, relate and communicate, all while having a ridiculously good time. Back by
popular demand for their fifth year at Brandworks, the methods taught by On Your Feet are beloved by
past attendees. Born in the world of improv, they’ve been perfected over the years through work with
their clients like Nike, Philips, GE, Mattel, Intel, Warner Brothers, Disney, Southwest Airlines, Audi, IKEA,
PriceWaterhouseCoopers, Frito Lay, Apple, FedEx, the BBC, Kraft, UNICEF and The British Ministry of
Defense. On Your Feet and their creative thinking tools have been featured in the New York Times, the
Wall Street Journal and CNN; captured in their books “Everything’s an Offer” and “The Deeper Funner
Facilitation Handbook.” More at www.oyf.com.
1:30
HOW THE NEED FOR SPEED DRAMATICALLY AFFECTS WHAT’S NOW REQUIRED FOR A BRAND TO TAKE
OFF. You’re not imaging it: The speed of commerce has led bosses and investors to believe that speedier
growth is also possible. This has considerable implications for marketers. In fact, the inability to operate at
the speed of today’s reality is a big reason for the failure of brands to take off. From Marsha Lindsay, CEO of
Lindsay, Stone & Briggs, you’ll learn how to make “faster” happen.
The specialty of Marsha and her firm is jumpstarting brands not living up to their full potential and
successfully launching new to the world brands, products and categories. When in graduate school doing
research in the psychology of persuasion and behavioral economics, Marsha founded LSB out of an
interest in applying her insights to real-world marketing challenges. Since then, her thought leadership
has garnered coverage in Fast Company, Ad Age, Investor’s Business Daily and the International Journal
of Brand Management. Her published works include: Why the conversation economy changes everything
and The new consumer psychology required to engage and persuade in today’s digital, social, mobile
world. When the University of Wisconsin-Madison School of Business wanted to launch an MBA course in
brand strategy and management, they sought Marsha to design and teach it. Marsha sits on the board of
the Business School’s MBA Center for Brand and Product Management. She’s keynoted the Conference
Board’s Symposium on Branding, participated in think tanks such as Monitor’s at UC Berkeley (on the
fusion of data mining, behavioral economics and social networks), and Zurich’s Gottlieb Duttweiler
Institute of Economic and Social Studies. In 2011 she spoke at HSM’s World Business Forum and will again
in 2012. Marsha was elected by her peers to several terms of the board of the 4A’s (American Association
4
of Advertising Agencies), serving two on the executive committee as secretary/treasurer. In 2005, Marsha
received the Women Who Make a Difference Award from the International Women’s Forum. Prior to Grad
School, Marsha ran marketing communications for the Chicago operations of Madison Square Garden
Corporation, including the launch of their Future of America Fair, an annual multi-week attraction that
featured concerts by the likes of Michael Jackson.
2:00
HOW TO ACCELERATE BUSINESS GROWTH THROUGH A FOCUS ON HIGHER IDEALS. Jim Stengel, the
former global marketing officer of Procter & Gamble, will share how the world’s best businesses drive their
growth. His insights are drawn from a ten year study involving 50,000 brands. In collaboration with Milward
Brown Optimor, Jim identified and analyzed the 50 fastest growing companies. What he found is a cause and
effect relationship between financial performance and the ability to connect with fundamental human emotions,
hopes, values and greater purposes. He’ll teach Brandworks attendees how to infuse any organization with these
characteristics needed to attract customers, retain employees and grow beyond their competition.
Extensive details on the research findings are in Jim’s book Grow: How Ideals Power Growth and Profit
at the World’s Greatest Companies. (Every attendee at Brandworks will receive a free copy.) Just published
by Crown Business in December 2011, it’s already been called a “landmark” by best-selling author Tom Peters.
Jim himself knows how to grow a company: P&G sales doubled during Jim’s tenure as GMO. He had
organizational responsibility for nearly 7,000 people, and oversaw an $8 billion advertising budget. His
highly regarded leadership was recognized in 2008 when, for the first time ever, P&G was honored as
the 2008 Cannes International Advertising Festival Advertiser of the Year. But Jim is best known for
reinvigorating P&G’s marketing culture. In his seven years as GMO, he personally led the transformation
that firmly established P&G as one of the most admired brand-building companies in the world. Prior to
his promotion to P&G’s top advertising and marketing position in 2001, Jim had responsibility in P&G’s
developing markets, cosmetic, food and baby-care businesses. Before joining P&G in 1983, he spent four
years at Time-Life books. Widely known for leading innovation and for his commitment to building cuttingedge marketing capabilities, Jim was recognized in 2003, 2004, 2006 and 2007 by Advertising Age as the
number-one “Power Player” in marketing. In 2005, he was recognized as Grand Marketer of the Year by
Brandweek magazine, the same year P&G was named Marketer of the Year by Advertising Age. Among his
many endeavors now, he serves as an Adjunct Professor of Marketing at UCLA.
2:55
BREAK
3:10
HOW THINKING LIKE A ROCKET SCIENTIST CAN HELP MARKETERS SUCCESSFULLY LAUNCH A
PAYLOAD. Learn the checklist used to escape the forces of gravity and successfully launch a payload,
all from a real rocket scientist — Jim Longuski, Professor of Aeronautics & Astronautics Engineering at
Purdue University. In 2008, Dr. Longuski was inducted into Purdue University’s Book of Great Teachers.
The advice he’ll share with Brandworks attendees is drawn from his 2007 book: The Seven Secrets of How
to Think Like a Rocket Scientist, described by fans as teaching the mental tricks of the trade. After all, if
rocket science is so hard, what makes rocket scientists so smart? As Jim will reveal, it’s all about better
ways to “dream, judge, ask, check, simplify, optimize and do.” Jim’s advice is extremely relevant for people
in marketing where you must collaborate on a complex project. No wonder that among the courses he
teaches at Purdue is one on “trajectory optimization.”
Another book Jim has authored is Advice to Rocket Scientists (AIAA, 2004). And he knows of which
he speaks: After completing his doctoral dissertation, Analytic Theory of Orbit Contraction and Ballistic
Entry into Planetary Atmospheres, at the University of Michigan in 1979, Jim worked at the Jet Propulsion
Laboratory as a Maneuver Analyst and as a Mission Designer. In 1988, he joined the faculty at Purdue
University where he teaches courses in astrodynamics, and spacecraft and mission design. Jim is coinventor of a “Method of Velocity Precision Pointing in Spin-Stabilized Spacecraft or Rockets” and is an
Associate Fellow of the American Institute of Aeronautics and Astronautics (AIAA). He co-authored several
papers with Dr. Buzz Aldrin (the second man to walk on the moon) on a human Earth-to-Mars transportation
system, known as the “Aldrin Cycler.” He’s also worked with Aldrin on a human transportation system to Mars.
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3:40
HOW TO THINK ABOUT AND ORGANIZE FOR LAUNCH IN A WAY THAT INCREASES YOUR ODDS
OF SUCCESS. Jeff Wordham is a partner of Monitor Group and a leader of its innovation practice. His
specialty is how to set an innovation strategy—how to diagnose internal failure modes and replace them
with disciplined methods that increase the odds of success. Based on years of innovation, launch and
marketing strategy work in consumer goods, pharma and other industries, Jeff will share a new approach
to organizing a team and “to do” list, launching businesses, including tips for how to foster faster trial,
establish growth momentum and evolve the business over time.
Since joining Monitor in 1995, Jeff has also led projects in corporate strategy, product strategy, operations,
and logistics. These efforts have included market attractiveness and competitive dynamic analysis, as well
as detailed launch strategy planning, positioning, pricing, channel strategy and promotional planning.
Jeff received his MBA from Harvard Business School and earned a bachelor’s degree in Commerce from
Queen’s University in Canada.
4:10READYING YOUR BRAND FOR AN “OPT IN” WORLD. If you think it’s hard to engage people now, get
ready: It’s only going to get tougher in our social, digital and mobile world where consumers increasingly
disregard marketing efforts unless they’ve “opted in” to receiving them. This means that getting a product
to take off, or reviving an underperforming brand, requires engaging people to such a degree that they
readily, immediately, give the marketer permission to offer up the next step in a path to purchase. It’s
a reality with huge ramifications for marketers engaged in search, emails, e-newsletters, apps, e-tailing
and in fact, any kind of marketing. It requires deep knowledge of how to find and be in front of the right
people at the time they’re open to your message; how to identify the words and offers most relevant and
compelling, how to help consumers make better decisions. This expertise is actually how Bing beat the
odds, successfully launched and took share from Google. It’s how Amazon continues to grow around the
world. And you’ll learn both Bing’s and Amazon’s secrets to engagement, search and optimization from
Scott Bishop, Head of New Initiatives, Global Payment Services at Amazon.
Amazon is quickly becoming the Internet equivalent of Walmart. And Scott is
responsible for driving innovation across Amazon consumer scenarios, business
models and partnerships related to payments, marketing services and customer
engagement. Scott spent 13 years at Microsoft where his teams were responsible
for driving the value proposition and customer engagement that launched Bing.
com. A lot of their success was due to Scott’s insights from being the Director
of Research: His teams designed and conducted research for Microsoft Office
and Windows throughout the product development cycle. Scott’s insights into
engagement actually started with his career in the consumer packaged goods
world as a Sales Representative and Retail Account Manager for Kraft Foods.
Scott has an MBA in Entrepreneurship from the University of Washington and
holds a BBA in Marketing from the University of Wisconsin. He currently is the Executive Committee Chair
for the AC Nielsen Center Advisory Board at the University of Wisconsin Graduate School of Business.
He’s been a guest lecturer at the University of Wisconsin, the University of Washington, the University of
Georgia and the University of California-Berkeley.
5:10
CONNECTING THE DOTS: INTEGRATION OF TODAY’S LEARNING WITH TOMORROW’S
5:20NETWORKING OVER COCKTAILS AND LIVE MUSIC. Connect face to face with speakers and other
marketers in attendance, all while enjoying live music, cocktails and hors d’oeuvres. Weather permitting this
will take place on the rooftop of the conference center, overlooking Lake Monona and the State Capitol.
While you’re relaxing from the intense afternoon of learning, link up with others to go out for dinner at one
of Madison’s great restaurants. (A list of recommendations within walking distance will be provided.)
7:15
LINK UP FOR DINNER ON THE TOWN
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DAY TWO
WEDNESDAY, MAY 16, 2012
7:15
CONTINENTAL BREAKFAST & NETWORKING.
7:45
KICK OFF TO THE DAY’S LEARNING.
7:55
LIKE MISSION CONTROL AND THEIR ASTRONAUT TEAM, LEARN TIPS TO COLLABORATE WELL
UNDER STRESS IN CLOSE PROXIMITY FOR LONG PERIODS OF TIME. This highly charged kick-off to the
day is guaranteed to please morning people and wake up those who are not. You may find it’s the most
realistic, helpful session of the whole conference. It’s facilitated by On Your Feet, the consultancy that
uses improvisational and experiential techniques to help organizations create, relate and communicate,
all while having a ridiculously good time. Back by popular demand for their fifth year at Brandworks, the
methods taught by On Your Feet are beloved by past attendees. Born in the world of improv, they’ve
been perfected over the years through work with their clients like Nike, Philips, GE, Mattel, Intel, Warner
Brothers, Disney, Southwest Airlines, Audi, IKEA, PriceWaterhouseCoopers, Frito Lay, Apple, FedEx, the
BBC, Kraft, UNICEF and The British Ministry of Defense. On Your Feet and their creative thinking tools
have been featured in the New York Times, the Wall Street Journal and CNN; captured in their books
“Everything’s an Offer” and “The Deeper Funner Facilitation Handbook.” More at www.oyf.com.
8:40
HOW TO INCREASE THE ODDS YOUR BRAND WILL TAKE OFF AND GROW. Like the proven laws of
physics driving rocket science, there are laws of marketing science proven to make a brand blast off. But
new research reveals some are quite different from many widely held beliefs—beliefs so out of date they’re
now known to increase the odds a brand will crash and burn. What is the code now proven to launch a
brand’s growth? While all the speakers at Brandworks will bring elements of it to life, you’ll learn the entire
set of principles from Marsha Lindsay, CEO of Lindsay, Stone & Briggs.
The specialty of Marsha and her firm is jumpstarting brands not living up to their full potential and
successfully launching new to the world brands, products and categories. When in graduate school doing
research in the psychology of persuasion and behavioral economics, Marsha founded LSB out of an
interest in applying her insights to real-world marketing challenges. Since then, her thought leadership
has garnered coverage in Fast Company, Ad Age, Investor’s Business Daily and the International Journal
of Brand Management. Her published works include: Why the conversation economy changes everything
and The new consumer psychology required to engage and persuade in today’s digital, social, mobile
world. When the University of Wisconsin-Madison School of Business wanted to launch an MBA course in
brand strategy and management, they sought Marsha to design and teach it. Marsha sits on the board of
the Business School’s MBA Center for Brand and Product Management. She’s keynoted the Conference
Board’s Symposium on Branding, participated in think tanks such as Monitor’s at UC Berkeley (on the
fusion of data mining, behavioral economics and social networks), and Zurich’s Gottlieb Duttweiler
Institute of Economic and Social Studies. In 2011 she spoke at HSM’s World Business Forum and will again
in 2012. Marsha was elected by her peers to several terms of the board of the 4A’s (American Association
of Advertising Agencies), serving two on the executive committee as secretary/treasurer. In 2005, Marsha
received the Women Who Make a Difference Award from the International Women’s Forum. Prior to Grad
7
School, Marsha ran marketing communications for the Chicago operations of Madison Square Garden
Corporation, including the launch of their Future of America Fair, an annual multi-week attraction that
featured concerts by the likes of Michael Jackson.
9:40
THE PERFORMANCE STANDARDS THAT NOW DEFINE SUCCESS (NO MATTER WHO THE
STAKEHOLDER). What goals for growth could everyone—investors, bosses, team members—possibly
agree on? The answer comes from the American multinational financial services corporation that owns
and operates the NASDAQ stock market and eight European stock exchanges; the exchange that’s home
to brands like Apple and now Facebook. As NASDAQ’S Chief Marketing Officer, John Jacobs and his
colleagues have made it their business to understand what stakeholders of all kinds want to see in a
business strategy and plan when weighing its odds of success.
John’s day to day responsibilities are similar to those of Brandworks’ attendees, too: As CMO, his teams
drive the strategic development and implementation of the exchange’s brand marketing including
advertising, marketing communications, market research, public relations and media relations. In addition,
John heads the NASDAQ OMX Global Index Group, where he’s responsible for all aspects of its business
development including the creation and licensing of strategy indexes in the U.S. and overseas. He knows
a thing about launching new initiatives as well: His group has introduced over 2,900 new products based
on NASDAQ indices in more than 27 countries around the world. And under his direction, one of the most
successful financial products in stock market history was launched: the NASDAQ-100 Tracking StockSM
(QQQQ). John also launched and led NASDAQ’s first listed-company sales force, then went on to lead the
company’s customer service teams. John has a BS in accounting from the University of Maryland, is a CPA,
and holds an MBA from Loyola. He’s taught Investment Banking and other graduate courses in the MBA
programs at Johns Hopkins University and Georgetown University.
10:35
BREAK
10:50 HOW TO STRATEGIZE A TRULY INTEGRATED MARKETING CAMPAIGN FUELED BY WHAT’S PROVEN TO
PROPEL GROWTH. Learn from one of the best integrated marketing case studies to emerge the last year. It’s
that of Paul Matsen, CMO of Cleveland Clinic. Faced with slow growth, increased regulation, a category where
innovative offerings are hard to come by, he relaunched his brand with a remarkable initiative of advertising, social
media, SEO, and CRM, all based on sophisticated analytics that determine and track the real drivers of growth.
Paul’s marketing and communications responsibilities at the Cleveland
Clinic include global development of the brand, growing key clinical service
lines as well as the business of regional and international locations. Paul
also leads employee communications and public relations. Prior to joining
the Cleveland Clinic, Paul was EVP and Chief Marketing Officer of Delta Air
Lines where his accomplishments included the launch of the airline’s first
website, the launch of the SkyMiles frequent flyer program and the joint
Delta/American Express credit card. He played a pivotal role in creating one
of the leading airline alliances, SkyTeam, launching partnerships with Air
France, Continental and KLM Royal Dutch Airlines. Paul began his career in
New York working at a number of leading advertising agencies, including
Grey and Young & Rubicam. A graduate of Rutgers, his community service
includes serving on the board of Positively Cleveland.
11:50
NETWORKING OVER LUNCH, FACILITATED BY ON YOUR FEET.
1:10
THE MARKETING STRATEGY SO INNOVATIVE IT LAUNCHED A NEW PRODUCT, BRAND, CATEGORY
AND GLOBAL MOVEMENT. While many marketers are charged with the launch of a new product, few
get to launch a new to the world category much less one that takes off and launches a worldwide craze.
Sharing insights on what it takes to pull off such a phenomenon and keep up the growth trajectory is
Michael Martin, VP Sales of Vibram FiveFingers, the company that started a passion for barefoot running.
8
Headquartered in Italy, the 2006 launch of the “glove styled shoe” expanded and transformed Vibram
from a long-standing branded supplier of outsoles to the footwear industry, to a world leader in footwear
product innovations: Time magazine named Vibram FiveFingers one of the best inventions of 2007 in the
category of health and wellness. And since then, Vibram has penetrated several new market segments,
including mountain biking, trail running and snowboarding; they’ve launched patented innovations and
proprietary new technologies such as EcoStep recycled rubber. In 2010, Vibram was named “brand of the
year” by Footwear News; Ad Age named Vibram one of America’s hottest brands; and the well-known
outdoor equipment retailer REI named Vibram their top vendor partner of 2010.
2:00
Michael joined Vibram USA as national Sales Manager in 2007 and was tasked with developing retail
distribution and, given their skyrocketing success, helping to build out company infrastructure. After
four years of solid growth, he was promoted to Vice President of Sales. In May of 2011, Michael was honored
among his peers in the sporting goods world as a 40 Under 40 winner by Sporting Goods Business Magazine.
HOW WRITING A BOOK CAN HELP A BRAND TAKE OFF. The book publishing business is all about
launching a constant stream of new brands and products, aka new authors and titles. And the publishing
house John Wiley & Sons has been around for 200 years precisely because they’re exceptional at it.
Early discoveries of theirs include Edgar Allen Poe and Charles Dickens. Today, their titles include those
of Jim Collins (Good to Great) and the best seller they’ve gifted to all Brandworks attendees: “Business
Model Generation.” John Wiley & Sons Editor Adrianna Johnson will share cases of how books can grow
not just careers and movements but business and consumer brands. The examples are many and cross
all categories, from clothing (Zappos) to consumer packaged goods (TOMS) to retail and hospitality
(Starbucks) to the Virgin Group which is, in essence, a branded venture capital company.
With the publisher since 2008, Adrianna has BA in English from Ohio State and MBA from New York
University’s Stern School of Business. She’s responsible for identifying, developing and successfully
launching new offerings that the public will fall in love with. And don’t let the word “publishing” fool you,
John Wiley & Son’s business is global and goes far beyond print to ebooks, digital tools and training
products that develop critical interpersonal training skills for the workplace.
2:30
BREAK
2:45
HOW TO FIND THE FUEL THAT LIFTS UNDERPERFORMING BRANDS AND LAUNCHES NEW REVENUE
STREAMS. Consumer insight work is required of every marketer today. And meaningful insights can be
tough to come by. How to connect them back to the brand can sometimes be even tougher. Fortunately
for Brandworks attendees, they’ll learn state of the art advice about how and where to find insights
and apply them from Donna Murphy, VP of Discovery Communications’ Insight Lab. Her work for the
Discovery family has affected many aspects of their business—from new content development and
platforms, to marketing, new merchandise and new revenue streams.
Donna actually created the Insight Lab for Discovery by building a deep understanding of cultural themes
and shifting desires. Her work involves investigating and interpreting shifts in behavior, decoding trends
on the horizon and setting in motion new areas of human insight for creative exploration. Donna’s insight
methods are specifically designed to support and enhance creative thinking.
Donna joined Discovery in July 2008 as lead strategist for the Discovery Channel marketing team,
managing the re-positioning of Discovery Channel and Science Channel in 2010. She led the team through
two of the highest rated seasons of Deadliest Catch, the launch of LIFE, the sequel to Planet Earth (three
years in the making) and the highest rated Shark Week in 22 years. For nearly 25 years, Donna has
worked on some of the most iconic, consumer-connected brands: Snapple Beverages, Mercedes-Benz,
General Motors, Target Stores, Kohl’s Stores, Virgin Mobile, Radio City Music Hall, AMC, MTVN, HBO, and
TBS. She developed a passion for product innovation while working on Diageo and Warnaco new product
development. After graduating from the University of Northern Iowa with a Bachelor’s in Marketing, she
further explored the world at the University of New Hampshire studying photography and fiction writing,
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the New England School of Photography in Boston, the Iowa Writer’s Workshop, the Writer’s Studio in NYC
and the Creativity Workshop in Prague. She bicycled across the U.S. as co-creator and President of 2Chicks,
2Bikes, 1Cause, a non-profit with an aim to raise awareness about breast cancer among women under 40.
3:35
PERSUASION BOOSTERS THAT TRIGGER SALES. Why is QVC such a wildly successful platform for
marketers of all types and sizes? You’ll learn their persuasion methods used on the live programming
as well as their e-commerce site, from Peter Farrell, QVC Director of Brand Development & Strategy.
Peter not only relaunched the brand in 2007, in 2008 he focused the company on a strategic plan that
positioned the company for long term success while immediately finding new ways to establish and
deepen relationships with potential customers. This included the company’s first social program which
included, among other things, integrating it into the “live” TV show.
So respected are Peter’s consumer insights on persuasion techniques that drive conversion, that over
the years he’s been asked to help solve some of the most difficult brand and advertising challenges for
companies such as UPS, RJReynolds, Colgate-Palmolive, the Bank of New York, Lehman Brothers, Unisys,
Convergys, Unilever, McNeil, AT&T, Omnipoint, Waterman, Parker and Gillette. Some of this was in his
prior career at McCann-Erickson, Hill, Holiday, and Grey Worldwide, the Concept Farm and SFGT. Born in
Puerto Rico, raised in Tokyo and schooled in both the UK and U.S., Peter is also very active in the music
business globally. A professional musician and producer/songwriter, his work has been featured on albums,
commercials and independent films throughout the U.S. and Europe.
4:30 WHY TODAY, YOUR LAUNCH NEVER REALLY ENDS. Regardless of category, every marketer today is
expected to be in a state of continuous improvement in order to optimize ROI. And research confirms that
those who assume their launch is over, who pull back, who let share of voice fall below their market share,
do not fare well. Google calls this attention to experimentation and innovation “living in beta.” And living
and breathing that reality, with insights to share, is Patricia Meier, Chief Executive of HSM Global in the U.S.
HSM is a global business-multimedia company with 24 hour cable TV channels and a magazine dedicated
to management and leadership. In the U.S., they’re best known for producing the World Business Forum
and World Innovation Forum, both in New York. Marketing these enterprises is Pat’s responsibility. And
despite headliners like Howard Schultz, Sir Richard Branson, Bill Clinton and Malcolm Gladwell, success is
never guaranteed. In fact, every year constitutes a new launch highly dependent on optimized ads, search,
emarketing, telemarketing and more.
Pat came to HSM from a career with Chemical Bank and Chase. Part of her career was spent in Corporate
Finance in Buenos Aires. Later she assumed responsibility for the International Private Client Group. She
subsequently worked with Charles Schwab & Co. to establish them in Asia and Latin America. She has also
served as CFO to AdvisorTech, a financial technology services company. She sits on the Board of Transnational
Foods, which sources food and beverage products from Latin America for distribution throughout the U.S.
5:00
7:15 NETWORKING OVER COCKTAILS AND LIVE JAZZ.
Connect face to face with speakers and other
marketers in attendance, all while enjoying live music,
cocktails and hors d’oeuvres. Weather permitting
this will take place on the rooftop of the conference
center, overlooking Lake Monona and the State
Capitol. While you’re relaxing from the intense day
of learning, link up with others for dinner, at one of
Madison’s great restaurants. (A list of recommendations
within walking distance will be provided.)
LINK UP FOR DINNER ON THE TOWN
Every conference
attendee will receive
a free copy of Jim
Stengel’s new book
“Grow” as well as the
best-seller “Business
Model Generation”
published by John
Wiley & Sons.
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DAY THREE
THURSDAY, MAY 17, 2012
7:15
NETWORKING AND CONTINENTAL BREAKFAST.
7:45
KICK OFF TO THE DAY: INTEGRATION OF YESTERDAY’S LEARNING WITH TODAY’S.
8:00
HOW TO LEVERAGE THE POWER OF GREAT DESIGN FOR STRATEGIC ADVANTAGE. More and more
companies are realizing the value of great design as a driver of engagement, differentiation and growth.
But few have embraced it to the degree that 3M has. A $27 billion multinational conglomerate with 84,000
employees and 85 R&D labs, they produce more than 75,000 products in such fields as medical devices,
consumer electronics, office supplies and utilitarian tools like kitchen sponges. To make them all more
emotionally resonant with customers, 3M hired and made Mauro Porcini Head of Global Design. With his
first effort alone—a redesign of a multi-media projector—sales doubled.
In a major feature last fall, Fast Company describes Mauro as “a stylish and unapologetically passionate
advocate of great design who oozes European panache from every pore.” With 3M since 2010, he’ll
share how he’s been aggressively changing and nurturing the internal culture, leveraging the company’s
technology background, infusing infectious design into thousands of products and affecting all the
touchpoints of a brand including marketing and PR.
Porcini has been recognized by Fast Company as one of the “50 Most Influential Designers in America”
and he has been selected as one of their “Masters of Design” in 2011. In the same year he has also received
the “Award for Leadership and Innovation” from the World HR Forum, in Mumbai, India. He’s a member of
the Advisory Council of the Design Management Institute (Boston), the Advisory Board of the International
Child Art Foundation (Washington DC), the International Advisory Committee of the European Center for
Architecture Art Design and Urban Studies and the Advisory Board of the German Company GTG GmBH.
Design teams he’s led have been recognized with several renowned awards including the Red Dot Design
Award, the Good Design Award USA, the Good Design Award Japan, the Compasso d’Oro, the IF, the IDEA
Award and the PLUS Awards. And we won’t even list the numerous design and utility patents.
9:00
HOW TO ACCELERATE THE EXPLORATION OF NEW WORLDS OF OPPORTUNITY. Get a short-course
in Design Thinking, the state-of-the-art method increasingly used by the world’s leading businesses to
address their marketing problems and opportunities. Our teacher? Roger Martin, advocate of the method,
who is also Dean of the Rotman School of Management at the University of Toronto.
In his book The Design of Business: Why Design Thinking is the Next Competitive Advantage, Roger
empathizes with companies who yearn to come up with game changing innovations like those of Apple or
Facebook. But he explains why they get disappointing results despite the money they spend: They rely too
exclusively on analytical thinking, which merely refines current knowledge, producing small improvements
to the status quo. To accelerate their growth he argues in favor of design thinking, an approach to growth
problems and opportunities rooted in how knowledge advances from one stage to another: From mystery
(something we can’t explain) to heuristic (a rule of thumb that guides us toward solution) to algorithm (a
predictable formula for producing an answer). Among the leading companies using design thinking for
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competitive advantage are P&G and Cirque du Soleil.
Roger’s research work is in areas like Integrative Thinking, Business Design and Country Competitiveness.
He was just named the 6th top management thinker in the world by Thinkers50, the biennial global ranking.
In 2010, he was named by BusinessWeek as one of the 27 most influential designers in the world. In 2009,
he was named by The Times and Forbes.com as one of the 50 top management thinkers in the world. In
2007 he was named a BusinessWeek “B-School All-Star” for being one of the 10 most influential business
professors in the world. BusinessWeek also named him one of seven “Innovation Gurus” in 2005. Just last
year, he received the McKinsey Award for one of the two best articles of the year in Harvard Business Review,
one of eleven articles he’s published in HBR along with others in Fast Company, the Financial Times, The
Washington Post and The Globe & Mail. His books include The Responsibility Virus (2002), The Opposable
Mind (2007), and Fixing the Game (May 2011). He was a Director of Monitor, the global strategy consulting
firm, for 13 years and serves on the Boards of Thomson Reuters Corporation and the Skoll Foundation.
10:00 BREAK
10:15
HOW TO GROW ON A MORE COSMIC SCALE BY DRAWING FROM 10 KINDS OF INNOVATION. It’s not
yet widely appreciated, but extensive analysis from Doblin shows that there are ten kinds of innovation
strategies, such as customer experience, business models, core and enabling processes, channels, brand
and more. Research shows that of the ten, new product innovation alone provides the least growth
trajectory. The most powerful launches involve multiple innovations—six or more orchestrated in unison—to
be more attractive to customers and create bigger barriers to entry for competitors. These are just a few
of the things you’ll learn from Larry Keeley, co-founder and president of Doblin Inc., a member of Monitor
Group. For over 27 years the firm has been applying proprietary, comprehensive innovation systems that
materially improved its clients’ innovation success rates.
BusinessWeek named Larry one of seven Innovation Gurus who are changing the field, and specifically
cited Doblin for having many of the most sophisticated tools for delivering innovation effectiveness. The
firm’s clients have included Aetna, American Express, Amoco, Apple, BP, Citigroup, Coca-Cola, Diageo,
Ford, GE, McDonald’s, Monsanto, Motorola, Novartis, Pfizer, Shell, SKT, Steelcase, Target, Texas Instruments,
WellPoint, Whirlpool and Zurich Financial Services. Widely published, Larry also lectures frequently on the
strategic aspects of innovation. He was a Senior Fellow of the Center for Business Innovation, in Boston.
Today he teaches graduate innovation strategy at the Institute of Design in Chicago, the first design school
in the U.S. with a Ph.D. program. He teaches at executive education programs at Kellogg Graduate School
of Management and in their Masters of Manufacturing Management program, as well as other business
schools around the world. Larry is also a board member for Chicago Public Radio, where he has charted
strategy for what has become the most innovative station in the public radio network in the U.S.
11:15
HOW AIMING FOR THE STARS CAN BE A SELF-FULFILLING PROPHECY. Brandworks is honored to have
as its closing keynote this year—from Geneva Switzerland—the CMO of the Virgin Group, Ian Rowden.
Virgin is among the most prolific creators of new brands, having birthed more than 300 around the world.
Founded by Sir Richard Branson, the company’s most recent launch is that of Virgin Galactic, which
intends to make rocketing into space affordable for the masses. (Though their spaceships are still being
tested, 500 people have already bought tickets at $200,000 each.)
The Virgin Group is itself a major innovation—the world’s most admired branded venture capital company.
Its interests span financial services, media, entertainment, communication, transport, travel, leisure and
health and fitness. Often referred to as an eclectic and diverse holding company, its success comes from a
unique entrepreneurial spirit which is underpinned by the belief that business truly can change the world.
(The philosophy is captured in Branson’s latest book, titled, not surprisingly, Screw Business as Usual.) Ian
is Sir Branson’s business partner from whom we’ll learn insights and advice on the daring now required to
grow a new offering or new company, and to change the world for the better.
Prior to joining the Virgin Group, Ian was Chair and CEO, Asia Pacific for Saatchi & Saatchi. There he
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led the company’s business across 17 countries and 21 offices including emerging markets like India and
China. His experience also includes CMO of the Callaway Golf Company overseeing global marketing and
product development, and CMO of the world’s no. 3 QSR restaurant chain, Wendy’s International. A native
of Australia, Ian began his career with Coca-Cola in Sydney. He held numerous executive roles worldwide
including Region President for the China Division and from Atlanta, Worldwide Director of Consumer
Communications leading brand strategy and communication efforts for the company’s brands globally.
Ian is a board member of the Miami Ad School. His career has spanned four continents and some of the
world’s most admired brands and businesses. Ian has also been inducted into the Advertising Hall of
Achievement.
12:15
12:30
AWARDING OF CONFERENCE PRIZES.
12:45
BUFFET LUNCH AND FINAL NETWORKING.
1:45
CONFERENCE ADJOURNS.
CONFERENCE TOAST & ROAST. By On Your Feet.
GUARANTEED: A ONE-OF-A-KIND, TRANSFORMATIVE EXPERIENCE OR YOUR MONEY BACK. Video
testimonials at www.brandworksuniversity.com will tell you why so many marketing executives return year after
year and even bring their teams: The conference is not a string of speakers patched together, but a deeply
researched and carefully curated learning experience. These techniques have been perfected over 22 years by the
conference creator, Lindsay, Stone & Briggs. Attendees come away with next-generation insights and know how to
apply them immediately. And they have a lot of fun along the way.
WHY 92% OF PAST ATTENDEES RECOMMEND BRANDWORKS:
“Brandworks connects the dots no one else does.”
“Execution sets this conference apart.
It’s a conference not to be missed.”
“Brandworks stimulated my mind in a way
other conferences have not.”
“An energizing curriculum; outstanding faculty.”
“Truly an MBA-level program.”
“There’s nothing else like this available;
an inspiring experience.”
“Top-quality speakers, fantastically well organized.”
“A blue chip roster of cutting-edge speakers;
a curated offering.”
“The textbook is excellent!”
“Brandworks is always world class learning
we don’t find anywhere else.”
To register, go to www.brandworksuniversity.com/2012.
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22 YEARS BEING FIRST WITH “WHAT’S NEXT”
2012 marks the 22nd Brandworks University, designed by marketing practitioners for practitioners.
LSB’s “in the trenches” experience with its clients (multi-nationals, the Fortune 100 and regional firms) and our own in-depth
research allow us to consistently craft and teach “next generation best practices” at the conference. Our talent is being
among the first to identify emerging conundrums marketers face, and framing of much needed solutions. Recent examples:
2011:
2010:
2009:
2008:
2007:
2006:
2005:
2004:
2003:
2002:
2001:
2000:
Next generation approach to integrated marketing. Untangle the stranglehold current approaches have on your growth
The new consumer psychology needed to engage and persuade in a digital, social and mobile world
Why and how the conversation economy changes everything
How to drive short term performance and long term equity in a volatile economy
How to harness the competitive power of the new niche marketing
How to create brand fanatics now that the consumer is in control
The creative imperative: How to excel in the age of ideas
How to have more effective new product launches
Revelations from neuroscience: Rethink how you define and leverage your brand’s positioning and communications
Brand alignment: How to get your ducks in a row
How to reinvent yourself for branding leadership
How to innovate for your brand’s advantage
Summaries of past Brandworks Universities including speaker highlights can be found at:
www.brandworksuniversity.com
Accommodations: The conference website and your confirmation email
includes a list of hotels that are attached to or within walking distance of the
convention center. A limited number of rooms have been set aside, so please plan
to arrange for your accommodations as early as possible. Recommended hotels
include the Hilton Madison Monona Terrace, Hyatt Place, and the Concourse Hotel.
Hotel blocks fill up quickly every year! You will need to contact the hotels directly
to make your reservations.
Conference location: The conference is held in Madison, WI at the Frank Lloyd Wright-designed Monona
Terrace Convention Center, located on the shore of Lake Monona, two blocks from the State Capitol. The
pedestrian entrance is at the corner of Martin Luther King Jr. Blvd. and West Wilson Street, and the parking
garage entrance is One John Nolen Drive.
Questions? Email Karen Lovelien (klovelien@lsb.com) or Phil Ouellette (pouellette@lsb.com) or phone them
(608.251.7070) at Lindsay, Stone & Briggs.
SUPPORTING SPONSORS
MAIN SPONSORS
Shoutlet is the enterprise social management
software empowering you to create, manage and
measure all your social media marketing communications with one
powerful but intuitive tool. (www.shoutlet.com)
Monitor is an international consulting
firm that works with the world’s
leading corporations, governments,
and social sector organizations to
drive growth. Monitor offers a range of
services to deliver sustainable results:
strategy, innovation, leadership and
organization, marketing and economic
development.(www.monitor.com)
The leading international symposium for executives,
where before 4,000 every October in NYC global
icons debate the most pressing issues of the day.
(2012 will again feature Brandworks INSIDE.) Affiliate
your company with thought leadership through a
Forum sponsorship. Special consideration for friends
of Brandworks. (www.wbfny.com)
The flagship content provider of Dow
Jones & Company, devoted to covering
global business news, trends and
lifestyles. In print it ranks as the #1 daily
paper in the U.S. with a circulation of
more than 2 million. The digital version
boasts more than 1 million subscribers.
(www.wsj.com)
Tri-Marq Communications, Inc., is a leader in
meeting and event production, fusing creativity
and technology to deliver innovative set design, technical knowledge
and project oversight, with over two decades of event experience.
(www.trimarq.com)
Admap is Warc’s monthly magazine written by
expert practitioners. For over 40 years it has built
an unrivalled reputation for revealing advertising and communications
innovations. If you’re on the lookout for new ideas and the latest thinking,
Admap is for you. (www.warc.com/admap)
One South Pinckney, Suite 500, Madison, WI 53703
Phone 608.251.7070. www.lsb.com
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