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Brite ’16, another reason to go uptown,

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Only half of whats great about the Brite conference is listed below. The balance is the surprises of who you are going to meet. You can see who is also going LINK

Hosted by Ivy League, Columbia University, signs of intelligent life abound, thats part of the surprise awaiting those who attend BRITE and why you should

BRITE Conference | Center on Global Brand Leadership http://buff.ly/1L97FH9

Agenda: BRITE ’16

March 7-8, 2016
Columbia University, 116th Street and Broadway, New York City

Day 1: Monday, March 7th

8:00 am – 8:45 am – REGISTRATION and NETWORKING
8:45 am – 10:35 am – SESSION 1
Katherine Phillips
Katherine Phillips, Senior Vice Dean, Columbia Business School
Daniel Lubetzky
Thinking with AND: Avoiding False Compromises
Daniel Lubetzky, Founder & CEO, KIND Snacks
What makes social entrepreneurs different is that they think with “and” to achieve unorthodox solutions. Using a little creativity, anyone can retrain their brain to challenge false assumptions, rethink the way they approach challenges, and look differently at strategic planning, budgeting, hiring, product development, marketing, and even personal choices. Brimming with thought-provoking anecdotes, in this talk Daniel showcases how this philosophy helped him grow KIND to become one of the fastest growing healthy snacks brands in America.

Michael Schrage
How Successful Innovators Go Beyond ‘User Experience’ To Build Brand
Michael Schrage, Author, The Innovator’s Hypothesis
Great brands have always offered consistently great experiences: products, services, and support designed with real-world users in mind. But today’s ongoing digitization and disruption subvert the rationale for relying on better UX to build brands. Instead, investing in your customers’ own capability and competences matters as much — or more — than boosting UX. Serious innovators must now rethink and rebalance innovation investments, from ‘customer-in’ to ‘core competence-out’. This talk explains how and why.

Gregg Renfrew
Pro-Commerce and Pro-Regulation:
The Future of the Beauty Industry
Gregg Renfrew, Founder & CEO, Beautycounter
After learning about the harmful chemicals used in beauty products, entrepreneur Gregg Renfrew founded Beautycounter, a company leading a movement for better beauty, putting performance and health first in the products they design. Three years after Beautycounter’s launch, Renfrew will share the story of how her experience in retail helped her turn her concerns with the beauty industry into a thriving business, while advocating for the health and safety of consumers.

10:35 am – 11:05 am – NETWORKING BREAK
11:05 am – 1:00 pm – SESSION 2
David Rogers

The Digital Transformation Playbook:
Rethink Your Business for the Digital Age
David Rogers, Faculty, Author, BRITE Founder, Columbia Business School
In his newest book, digital expert David Rogers argues that digital transformation is not about updating your technology but about upgrading your strategic thinking. Rogers shows why traditional businesses need to rethink their underlying assumptions in five domains of strategy — customers, competition, data, innovation, and value. In The Digital Transformation Playbook, he reveals how to harness customer networks, platforms, big data, rapid experimentation, and disruptive business models — and how to integrate these into your existing business to thrive in the digital age.

Shelly LazarusLew Frankfort
Russell DubnerNt Etuk
Is Past Prologue? The History and Future of Brand Building
Shelly Lazarus ’70, Chairman Emeritus, Ogilvy & Mather
Lew Frankfort ’69, Chairman Emeritus, Coach, Inc
Russell Dubner ’00, President & CEO, Edelman US
Ntiedo (Nt) Etuk ’02, Co-Founder & CEO, YourGuru / YG Studios
The origin of brands as we think of them today began around the turn of the 20th Century. Columbia Business School was founded soon afterwards and in honor of its Centennial, this panel will reflect back on some of the great changes that impacted brand building over time. In addition, the panelists will reflect on what the future holds for brand building. Which lessons and strategies of the past are still relevant? What new rules and techniques will take hold to build brands in a globally interconnected world?

1:00 pm – 2:00 pm – LUNCH
2:00 pm – 3:35 pm – SESSION 3
Julie Bauer

Algorhythm – The Future of Brands
Mitch Joel, President, Mirium Agency; Author, “CTRL ALT Delete”
We live in a culture of change. Brands are overwhelmed by massive shifts to their business models. Disruption is everywhere. Digital transformation is imperative. Several new realities will force businesses to rethink many of their commonly held beliefs about what the future may look like. Interestingly, this is less about the evolution of technology and much more about how consumers have become vastly more efficient in this new landscape. Algorhythm is your compass.

Donna Hoffman
How to Market the Smart Home:
Focus on Emergent Experience, Not Use Cases
Donna Hoffman, Professor of Marketing, The George Washington University School of Business
For smart home adoption to expand beyond tech-savvy early adopters, marketers must move beyond fragmented messaging focused on single use cases. Consumers want to buy a smart experience. The key is to view the smart home as a complex dynamic system, an assemblage of devices and interactions, from which new experiences emerge. Hoffman will discuss the value of this new framework and offer eight actionable insights on marketing smart home and the Internet of Things.

Donna Hoffman
ESPN: The Future is Live
Vikram Somaya, SVP, Global Data Officer, ESPN
ESPN’s mission reads very simply — “To serve sports fans. Anytime. Anywhere.” In order to continue to fully realize that quest whilst utilizing all of the transformative notions that are pervading media businesses today, ESPN continues to focus on the synthesis of content, context and audience that makes it a unique destination for fans around the globe. Somaya will explore some of the notions that the world’s leading sports media platform is using to connect in a deeper and more predictive way with its fans though its distribution ecosystem and on behalf of some of the most innovative marketing clients on the planet.

3:35 pm – 4:00 pm – NETWORKING BREAK
4:00 pm – 5:45 pm – SESSION 4
Richard BarryPam KaufmanMichael ShoreDonald A. Kurz
Thas Naseemuddeen
Marketing, Entertainment, & Gen Z:
Connecting with a New Generation
Richard Barry, EVP & Global Chief Merchandising Officer, Toys”R”Us, Inc.
Pam Kaufman, Chief Marketing Officer, Nickelodeon Group
Michael Shore, VP & Head of Future Play, Mattel
Donald A. Kurz ’79, Chairman & CEO, Omelet LLC
Thas Naseemuddeen, Chief Strategy Officer, Omelet LLC
While the rest of the world is fixated on Millennials, some forward-thinking companies have turned their focus to the next wave of consumers who have the rapidly expanding intelligence and influence to change the way they do everything. In this session, they’ll invite industry veterans to zero in on Generation Z: a group of curious culture creators, adolescent activists, and relentless explorers who are poised to be a moving target for years to come.

Bernd Schmitt
Experience: Why Today More Than Ever
Bernd Schmitt, Robert D. Calkins Professor of International Business, Columbia Business School
Fifteen years ago, Bernd Schmitt focused the world of business on experience with his landmark books Experiential Marketing and Customer Experience Management. Today, the concept of “experience” is hotter than ever, as marketers struggle to integrate digital with physical, and products with brands. In this session, Schmitt, the original guru of experience, sits down with longtime collaborator David Rogers to look back on the history of an idea, and discuss what experience means for business — and our personal lives — today.

Scott Erickson
The New Reality: Making Computing Truly Personal
Scott Erickson, General Manager, HoloLens, Microsoft
Historically, humans have had to understand how to adapt to the machine — learning to type, learning commands, working the nuances of a mouse. As technology now catches up to understand people’s natural interactions and intentions, it’s time for the computer to better understand the human. Holographic computing is at the forefront of this new reality — a mixed reality — where human input and digital objects work seamlessly in the physical world and promise to transform our perception of personal computing.

5:45 pm – 7:00 pm – SCHMOOZE Wine and Beer Reception

Day 2: Tuesday, March 8th

8:20 am – 9:00 am – REGISTRATION and NETWORKING
9:00 am – 9:45 am – MORNING PLENARY
Linda Boff
From Jet Engines to GIFs: Why GE Moves First
Linda Boff, Chief Marketing Officer, GE
GE prides itself on being an innovator in both business and marketing, and being first is part of the company’s core DNA. The digital industrial giant is relentless in its pursuit of early adoption and deliberate experimentation with all forms of marketing — emerging platforms, technology, media, and storytelling. GE’s chief marketing officer Linda Boff shares how unapologetically being out in front has paid off for the iconic brand and helped it get in front of new audiences.

9:45 am – 10:05 am – NETWORKING BREAK
10:05 am – 11:00 am – PARALLEL BREAK-OUTS 1
Ethan McCartyRoopesh NairRipa RashidJean Brandolini LambMichel Tuan Pham
A Battle for Talent:
Managing Brand Reputation in an Omnichannel World
Ethan McCarty, Global Head of Brand and Employee Communication, Bloomberg LP
Roopesh Nair ’12, President & CEO, Hodes
Jean Brandolini Lamb, Head, Brand Strategy and Identity, Hewlett Packard Enterprise
Ripa Rashid, EVP, Center for Talent Innovation; Managing Partner, Hewlett Consulting Partners
Michel Tuan Pham, Kravis Professor of Business, Columbia Business School
Talent acquisition and retention is one of the key benefits of building a strong brand. With job mobility becoming a given and messaging in an omnichannel world becoming more challenging, how should brands be thinking about both their reputation and how to reach and keep great talent? This panel will examine best practices and strategies to make sure your brand stands out not just among consumers, but in the talent marketplace as well.

Amy Radin
Value Constellations:
Harness Your Stakeholders and Differentiate Your Brand
Amy Radin, Founder, Daily Innovator LLC; Former CMO, AXA
Companies exist to create and deliver value. Today, those who want to pursue enduring differentiation facilitate “value constellations.” Members of the constellation — an offering’s users, buyers, payers, partners, and market influencers — enable and derive value from the experiences they co-create. In this hands-on workshop, participants will be introduced to the basics of how to create a value constellation, including tools that can be applied within your organization.

Sagi Haviv
Identity Design:
An Intimate Relationship Between Client and Designer
Sagi Haviv, Principal, Chermayeff & Geismar & Haviv
Trademark design challenges the designer to use all the magic and intelligence at their command, all their skill, knowledge, vision and ability in the creation of a single, clear, direct image that will embody the character and aspirations of the brand. More than with any other design discipline, successful brand identities must be born out of close relationships between clients and the designer who is tasked with representing them—never with a crowdsourced logo contest! Through case histories and vivid examples, Sagi Haviv will give a window into the intimate relationships his firm has developed with clients such as Chase Bank, Harvard University Press, Conservation International, Armani Exchange, and others who have come to them in search of identity.

11:00 am – 11:15 am – NETWORKING BREAK
11:15 am – 12:10 pm – PARALLEL BREAK-OUTS 2
Ben BlackwellJohn KimmichBridget RussoMike O’Toole
Beer, Watches, and Records:
What Can We Learn from the Revival of Craft?
Ben Blackwell, Chief Archivist, Third Man Records
John Kimmich, Head Brewer & Co-Founder, The Alchemist
Bridget Russo, Chief Marketing Officer, Shinola
Mike O’Toole, President, PJA Advertising; Host, The Unconventionals
Digital dominates our everyday lives, and we increasingly organize our world around the software, platforms, and devices of the world’s largest technology brands. At the same time, there is a renewed craving for brands that are small, hand-crafted, and proudly analog. We’ll hear from leaders of three such brands, and we’ll discuss the role that scale, product quality, location, and story play in reviving categories and driving fierce loyalty.

Jane Praeger
Tell Your Story, Advance Your Career
Jane Praeger, Faculty, Masters Programs in Strategic Communications, School of Professional Studies, Columbia University; Founder and President, Ovid Inc.
Storytelling is one of the most potent tools we have for demonstrating our skills and abilities and persuading others to invest in our ideas. But harnessing story’s power is a skill that must be learned. In this workshop, you will get a deeper understanding of why storytelling is so powerful and how it can be used to influence business decisions. You will also have an opportunity to develop a story you can use to get a promotion, land a new client, or generate enthusiasm for a bold, new idea.

Silvia Bellezza
Brand Tourists and Successful Brand Extensions
Silvia Bellezza, Assistant Professor of Marketing, Columbia Business School
Can brands that rely on true aficionados stretch themselves to appeal to more casual consumers without devaluing the brand? How does Ferrari extend its brand on a very diversified product line and yet retain its luxury image? To understand successful brand extensions, this session introduces the distinction between “brand tourists” and “brand immigrants” among consumers of a brand. In an interactive discussion, we will examine several brands and their strategies.

12:10 pm – 12:25 pm – NETWORKING BREAK: Return to Auditorium
12:25 pm – 1:00 pm – CLOSING PLENARY
Rita McGrath
Competitive Advantage is Dead: Long Live Competitive Advantage
Rita Gunther McGrath, Professor, Columbia Business School
The holy grail of traditional strategy was to find an attractive position in a high-growth industry and fiercely protect it with traditional entry barriers such as cost of entry. But the nature of a long-lived competitive advantage has changed, with new entry conditions, such as network effects, taking over from traditional ones. We’ll discuss the new sources of advantage and how firms should be thinking about them in a more transient society.


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