- Sr. Director, Microsoft Brand
Microsoft - Head of Global Marketing
Pepsico – Gatorade - HubSpot
- Sr. Director of Global Beverage Innovation
Pepsico Global Beverage Group - Senior Director of Globalization
GoPro - Director Global Digital Marketing
Lenovo - Global Brand Manager
Vistaprint - Founder
Designing IT - CMO
Neura - President & Founder
Brandgarten - Vice President and Principal Analyst
Forrester - CEO/CMO
The NewComm Global Group, Inc. - Director of Globalization
The Nielsen Company - Founder
SEAkers - Founder
Keeping it Human - CMO
Destination Canada - Group Account Director
Deutsch - President
Fresh Squeezed Ideas - Intuit
- Co-Founder
Modern Craft - Director Advertising, Media & Sponsorships
Citrix - Associate Professor of International Business & Director of Program Innovations
Boeing Institute of International Business, Saint Louis University - Chief Consultant
Social Dividend Global - Co-founder and Managing Director
PUSH Collective - Director of Retail & Consumer Practice
SDL - Senior Director, Globalization and Information Engineering
NetApp - CMO
Special Olympics - Vice President
Nielsen Consumer Neuroscience - Founder
Sequence Collection - Head
Verbaccino
| Quadrus Conference Center | |
|---|---|
| 8:00am – 9:00am | Day 1 Registration & Refreshments |
| 9:00am – 9:30am |
Bruno Herrmann
International customers receive, perceive and consume content throughout their journey, from when they look for information to the moment they become active users and proud ambassadors. Therefore it is paramount to create, localize and customize content to meet the requirements and aspirations tied to their multiple facets. In order to create immersive experiences within regions...
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| 9:30am – 10:00am |
Christopher Englund
International expansion used to mostly be the domain of large companies, the kind with deep pockets to fund their global growth. In a digital world, going global can still be slow-moving and tricky, but now globalization is accessible to companies of any size. In this online reality, inbound marketing now helps growing organizations to...
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| 10:00am – 10:15am | Break, Visit Exhibitions |
| 10:15am – 11:00am |
Susan Betts Kirsten Seckler Ariela Suster
Global branding has long transcended the for-profit sphere. Today, social enterprises and not-for-profit organizations are equally sophisticated about managing and building their reputations to effectively land their missions and create positive impact in the world. At the same time, they are also having to adapt to new forms of collaboration and learn how to best...
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| 11:00am – 11:15am | Break, Visit Exhibitions |
| 11:15am – 11:45am |
Michael Saad
Lenovo shares with the audience how they were successful in reaching and inspiring young people and adults alike, across the globe, to learn coding through an online game experience. Presenters will be using examples from Lenovo’s Game State: Code & Play program to highlight best practices in implementing this global program through localization. Lenovo will...
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| 11:45am – 12:00pm | Break, Visit Exhibitions |
| 12:00pm – 1:00pm |
Erminio Putignano
Trump’s election, Brexit and the rise of populist autocrats all over the world herald a new era dominated by mistrust, conflict and nostalgia, if not widespread pessimism. Everything will be affected – including how organisations manage their brands. Will brands look to avoid controversy or will they be compelled to take a position on big...
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| 1:00pm – 2:15pm | Day 1 Lunch Break, Visit Exhibitions |
| 2:15pm – 3:15pm |
Kris Bondi Lucie Newcomb Anna Schlegel Kathrin Bussmann Moderator: Bruno Herrmann
“The Global Brand at Risk: Leading Markets in the Era of Anti-Globalization” Global Brands generally are at risk from competitors and/or economic downturns. However, with top markets like the United States, the United Kingdom and others turning inwardly on a populist platform, how do today’s international marketers sustain, let alone grow, their Global Business interests?...
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| 3:15pm – 3:30pm | Break, Visit Exhibitions |
| 3:30pm – 4:00pm |
Dr. Nitish Singh
Multinationals are struggling with the idea of how to best reach global consumers. Some firms try to find the elusive global consumer segments to optimize their marketing budgets, but most firms face the harsh reality of offending global consumers by not investing in a good localization strategy. This presentation will provide global marketers a “Global;...
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| 4:00pm – 4:15pm | Break, Visit Exhibitions |
| 4:15pm – 4:45pm |
Sonia Oliveira Gabe Rodino
In this session, GoPro and SDL will share the success they had in collectively moving beyond localization and re-thinking how to bring authentic storytelling to non-English audiences. Return to the Agenda
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| 4:45pm – 5:15pm |
Leona Frank
Storytelling has grown to become one of the most exciting and important tools to drive brand affinity and connect with customers on a deeper level. Using Vistaprint as a case study I will share success and failures in our journey from relying solely on direct marketing to integrating storytelling into our global communications. Hear why...
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| 5:15pm – 5:30pm | Break, Visit Exhibitions |
| 5:30pm – 6:00pm |
Jayme Maultasch Fritz Grutzner
How did the world’s largest contact lens brand find a global brand story that connected emotionally with consumers around the world? Learn how ACUVUE conducted global emotional insight research and then used it to develop and launch a successful new global campaign idea. Presenters will share 7 principles for Global/Local success. Presenters: Fritz Grutzner, Founder &...
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| 6:00pm – 8:00pm |
Networking Reception
PROUDLY SPONSORED BY:
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| Quadrus Conference Center | |
|---|---|
| 8:00am – 9:00am | Day 2 Registration & Refreshments |
| 9:00am – 9:30am |
Bryant Ison
Keeping it simple is complicated. Innovating and building brands in large organizations is a difficult endeavor and not for the faint of heart. It’s not enough to have the next big idea – you have to be able to get it through a skeptical organization that is conditioned to seek out and destroy weird things....
|
| 9:30am – 10:00am |
Anuj Bhasin
While sport is one of the ties that binds us globally, each country naturally has their own differences and cultural nuances. So, how does a U.S. brand so deeply ingrained in its own country’s athletic history become a major player around the world? Move beyond traditional American sports, tapping team, league and player partnerships that...
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| 10:00am – 10:15am | Break, Visit Exhibitions |
| 10:15am – 10:45am |
Tina O'Shea
Your organization’s brand guidelines probably include a page or two about your voice. They might describe your brand voice as friendly and conversational, authentic and trustworthy. But just as your business is unique, so are each of your global markets. How well does your voice travel? How does your voice translate when you take your...
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| 10:45am – 11:00am | Break, Visit Exhibitions |
| 11:00am – 12:00pm |
  Amisha Gandhi Susie Hamlin Elliot Polak
Has Local Killed Global? As cultures blur and customers crave for local experiences, it’s a time of big questions for global brands. – How can my brand stay relentlessly relevant in every market? – How can I drive fast moving local conversations without losing central control? From a virtual technology company that...
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| 12:00pm – 1:15pm | Day 2 Lunch Break, Visit Exhibitions |
| 1:15pm – 1:45pm |
Jon Mamela John Ounpuu
Modern Craft Co-Founder and Partner John Ounpuu will co-present with the Jon Mamela, who oversees multiple business units, including Global Marketing & Communications, International Markets, Consumer & Market Intelligence, Business Events Canada (Meetings & Conventions), and Partnerships. at Destination Canada. John has worked closely with Jon, making Destination Canada a worldwide brand. John and Jon’s...
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| 1:45pm – 2:00pm | Break, Visit Exhibitions |
| 2:00pm – 2:30pm |
Brendan Kane
Today people are often told that achieving global mass exposure for your message or brand is simply posting or boosting an image or video to Facebook, Instagram, Youtube and Snapchat. The fact is there are over 60 billion messages shared on digital platforms every day. So, how does a brand overcome the noise and stand...
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| 2:30pm – 3:00pm |
John McGarr
In this presentation we suggest that the future of marketing in the digital age is found at the intersection of culture and behavioral economics. The integration of culturally informed strategy with digital marketing techniques built upon behavioral science is the best practice of the future. We will provide a framework for building global brands that...
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| 3:00pm – 3:15pm | Break, Visit Exhibitions |
| 3:15pm – 3:45pm |
Florian Auckenthaler
In today’s digital age, brands are equally important than the products and services they represent. Top global companies generate more than 50% of their revenue from outside their home market and are able to build brands which resonate globally while accommodating local nuances. In a recent research study of the Forbes Global 2000 brands, the...
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| 3:45pm – 4:15pm |
Dr. Michael Smith
The bar has never been higher for brands trying to reach their consumers. It is an increasingly cluttered media landscape, with billions of dollars in advertising at stake. And technology has created an environment in which we’re never more than a click away from something new and exciting. While this creates potential for advertisers, it...
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| 4:15pm – 4:30pm | Break, Visit Exhibitions |
| 4:30pm – 5:00pm |
Dipanjan Chatterjee
Dipanjan’s presentation will demonstrate the linkage between brand value and outcomes, and the emotions that a brand needs to activate to win and retain customers. He will demonstrate the analytical linkage between these using primary research conducted by Forrester, as well as use several use studies to illustrate these points. The markers of brand...
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| 5:00pm – 5:15pm | Break, Visit Exhibitions |
| 5:15pm – 6:00pm |
Kathy Klotz-Guest
Improv groups are able to create stories in real-time because they create collaboratively with each other. They “yes and” ideas in order to create something better together. Similarly, smart brands build the “we” by co-creating stories, services and content with audiences (Tough Mudder, GoPro, even IBM). They know, just like improvisers, that letting users create...
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| 6:00pm – 6:30pm | Closing Remarks |
Brand2Global Conference will be held October 2–3, 2017 at the Quadrus Conference Centre.
2400 Sand Hill Rd, Menlo Park, CA 94025
Accommodations
For your convenience we have reserved a block of guest rooms at the nearby Creekside Inn in Palo Alto. You can make a reservation at this location.
*Special note: There are several large events in the area and we have been advised that rooms are filling quickly. Book early to secure one of these reserved rooms at exclusive conference pricing.
Additionally, the following hotels have been recommended by frequent travelers to the Silicon Valley area. Space is filling quickly in the area and prices are starting to rise.
| Phone | Name | Address |
| (650) 366-2000 | Atherton Park Inn & Suites Redwood City | 2834 El Camino Real, Redwood City, CA 94061 |
| (650) 326-9010 | Red Cottage Inn & Suites | 1704 El Camino Real, Menlo Park, CA 94025 |
| 650-493-2411 | Creekside Inn | 3400 El Camino Real, Palo Alto, CA 94306 |
| (650) 493-2844 | Dinah’s Garden Hotel | 4261 El Camino Real, Palo Alto, CA 94306 |
* If you book by phone, please indicate to the hotel staff that you will be attending Brand2Global Conference.
Getting Around:
Airports and Ground Transport
San Francisco Airport (SFO) 21.9 miles, 40 minute drive without traffic
San Jose International Airport (SJC) 19.6 miles, 35 minute drive without traffic
Rapid Transit
Caltrain Service Trains are available from downtown Palo Alto and Menlo Park to San Francisco and San Jose.
Networking
NETWORKING RECEPTION
Monday, October 2nd , 2017 6PM-8PM
This complimentary networking reception will be held outside on the spectacular Quadrus Center deck, where you can enjoy cocktails and hors d’oeuvres while networking with fantastic views of the lush landscaped hilltops. This is an excellent opportunity to connect with other attendees, arrange meetings and set plans for the conference.
This year’s Opening Reception is sponsored by Moravia.
Conference badges are required for admission. Don’t have time to pick up your badge before the reception? Don’t worry, we’ll have it available for you at the reception entrance.
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Thank You To Our 2017 Media Partners
