I Imagine Attends BrandSmart 2015
The 2015 BrandSmart event, hosted by Chicago AMA this past March, brought together great minds to share marketing best practices for their respective brands. Our agency sponsored the event to develop a comprehensive research study to find out what marketing practices are most effective. Please take our survey and join the BrandSmart community.
We were truly inspired by each speaker as they presented the planning, execution and ROI for their respective brands. Here are a few highlights:
Valspar: Vice President of Marketing Heidi Petz spoke to the efficacy of the, “Color Campaign.” The decision to refocus the brand message from paint to color could have been a haughty one, but the Valspar team executed the transition with passion and tact. As a result, the value and impressions from the, “Color Campaign,” have the longevity to assure success as Valspar grows in size and followers.
Catamaran: Just days before their recent purchase by UnitedHealth, Catamaran Vice President of Marketing and Communications Susan Fleming spoke to the BrandSmart crowd on how the pharmacy benefit management company employed community engagement as a tool for brand recognition and, ultimately, brand success. From participating in events with the Executive’s Club in Chicago, to hosting the Chicago Innovation Awards, Catamaran works tirelessly to ingratiate itself with the communities it serves. Considering the sale to UnitedHealth was for $12.8 Billion in cash, we’d say their brand strategy was effective.
Step-Up: Jenni Luke, founder and CEO of Step Up—a non-profit organization created to empower girls and young women from under-resourced communities—gave a presentation on the implementation of a successful cause marketing campaign. Luke recommends researching the best cause for each brand and committing to engage in a long-term, symbiotic relationship with said cause. In this manner, the brand’s contribution grows in meaning and importance to the cause, and the efficacy of cause marketing is increased.