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Panel Discussions

Morning Panels

Marketing Matters! How Marketing Drives New Product Development
In recent years, the number of new products introduced to the market place has been growing. But as the rate of introduction increases, so does the rate of failure – today over 50% of all new product introductions fail at a great cost to the company. This panel will explore what marketers can during the development stage to improve the chance of successfully launching a new product.

Trading Up: Capturing the New Luxury Consumer
As a growing segment of the American middle market has more disposable income than ever, the term “new luxury” has emerged to describe items, products and services that deliver higher levels of quality, taste, and aspiration than conventional ones. This panel will discuss the impact of this phenomenon on various categories and resulting trends in the marketplace. We will also look at how marketers can capitalize on the movement by convincing consumers to “trade up” to their products through creating an aspirational brand that is emotionally engaging.

Afternoon Panels

Engaging the Customer: Optimizing the Retail Experience
With an increasing number of retailers fighting for consumer attention, offering a compelling retail experience is a true source of competitive advantage. Through this panel we will discuss the key success factors when designing the in-store experience, touching upon issues such as visual merchandising, product assortment and human resources. As shopping now extends far beyond visiting a local bricks and mortar store, we will also talk about how to create a seamless brand experience across channels, including how to vary the retail experience as a brand expands internationally.

Brand Social Equity: How Companies Deliver Social Benefits While
                                  Creating Financial Value
Companies today are increasingly seeking opportunities that not only create financial value, but also provide social benefits to the community at large. Today, we see innovative companies creatively leveraging their brands in new and interesting ways to generate brand and social equity. Some companies have incorporated environmentally-sustainable practices into their core business practices. Others have tackled the challenge of harnessing consumer purchasing power to effect social change. What were the strategic rationales or the business cases behind these initiatives? How do they bring value to the company and have a positive social impact? This panel will highlight some of the latest developments in this field and explore some of the success stories of leading companies who have been pioneers in changing consumer perceptions and in building brand social equity.

Revitalizing a Classic Brand: Protecting Brand Image While
                                                Positioning for Future Growth
Long-lived brands are all around us, and companies work hard to protect and preserve their products' brand equity. Sometimes, though, it is necessary to retool a brand image in order to reposition it for new growth. In other cases, companies must take steps to turn around troubled brands. This panel will discuss how marketers strike that balance of maintaining a classic brand's equity while designing a growth-oriented revitalization.

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