8:20AM SESSION ONE: 10:00 AM SESSION FOUR: …...8:55 AM SESSION TWO: BUILDING BRAVE BRANDS Chris...
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BRANDS BEHAVING BRAVELY + #Food&DrinkLIVE #PKNLIVE 7:00 AM – 8:00 AM REGISTRATION + COFFEE 8:10 AM WELCOME & OPENING ADDRESS ■ Lindy Hughson, Publisher, Food & Drink Business and PKN Packaging News 8:20AM SESSION ONE: WHY YOU NEED A STRONG BRAND PLATFORM TO BE EFFECTIVE ■ Nikki Moeschinger, Managing Director, BrandOpus Drawing on global best practice brand building principles – from behavioural economics and cognitive neuroscience to the crucial importance of long-term investment in brand – Nikki Moeschinger will provide a framework to create brands capable of affecting consumer behaviour. She will explore how the pressure to deliver short-term results is leading to damaging, unsustainable, price-driven promotional activity that’s eroding the only defence we have against the rise of private label in the Australian retail landscape. Using a number of local and global case studies, Moeschinger will bring the theory to life and explain why we would fire those responsible for the very brave and multi-award winning Fearless Girl campaign. 8:55 AM SESSION TWO: BUILDING BRAVE BRANDS ■ Chris Gray, Managing Director, Daylight Agency By shining a spotlight on some well-known ‘brave brands’, Chris Gray will show how companies that are brave have a point of difference and instil a sense of confidence in consumers – this helps to increase profits, build customers and drive brand loyalty. Chris will also delve into the emerging opportunities that allow brands to be bold and take a brave stand – embracing new trends before others jump on the bandwagon. Chris will explain building a brave brand hinges on making sure that ‘brand promotion’ and ‘brand protection’ is in balance, to ensure reputational resilience. Gray has guided well-known companies through some bold decisions, notably plant-based milk alternative Almond Breeze, that has enjoyed soaring sales in a highly competitive market. Gray will dissect the key moves and decisions that have helped to separate Almond Breeze from the rest of the pack. 9.30 AM SESSION THREE: REAL WORLD ENGAGEMENT FOR LESS THAN A GOOGLE CLICK ■ Mahew Hurle, Co-Founder, Brandcrush Mahew Hurle will unpack the global forces behind the rise of experiential marketing and why real-world engagement is more important than ever. Hurle will demonstrate how technology is enabling hyper targeting, scalable execution and real-world endorsement through a network of trusted businesses. He will give insight into what’s driving the brand activation phenomenon and demonstrate how Brandcrush works with brands and activation partners/ hosts to facilitate product sampling and experiential marketing with a difference – that is relatively inexpensive yet drives consumer engagement, sales, and brand loyalty. Walk away with a brand new tool in your marketing kit. 10:00 AM SESSION FOUR: WHAT DOES IT MEAN TO BE A BRAVE BRAND? ■ Teresa Cuer, Creative Director & Co-founder, The Healthy Chef ■ Michael McNulty, Country Manager AU/NZ, Blue Diamond Growers (Almond Breeze) ■ Natalie Moubarak, Director & Founder, + Hemp ■ Nicole Ohm, Senior Marketing Manager, Brownes Dairy ■ Cameron Prowse, Business Development Manager, The Alternative Meat Co ■ MODERATOR: Kim Berry, Editor, Food & Drink Business 10:55AM CLOSING REMARKS ■ Lindy Hughson, Publisher, Food & Drink Business and PKN Packaging News FRIDAY 11 OCTOBER, 2019 | 7:30AM – 11:00AM ARTS CENTRE MELBOURNE
Transcript of 8:20AM SESSION ONE: 10:00 AM SESSION FOUR: …...8:55 AM SESSION TWO: BUILDING BRAVE BRANDS Chris...
BRANDS BEHAVING BRAVELY
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#Food&DrinkLIVE #PKNLIVE
7:00 AM – 8:00 AM REGISTRATION + COFFEE
8:10 AM WELCOME & OPENING ADDRESS ■ Lindy Hughson, Publisher, Food & Drink Business and PKN Packaging News
8:20AM SESSION ONE: WHY YOU NEED A STRONG BRAND PLATFORM TO BE EFFECTIVE
■ Nikki Moeschinger, Managing Director, BrandOpusDrawing on global best practice brand building principles – from behavioural economics and cognitive neuroscience to the crucial importance of long-term investment in brand – Nikki Moeschinger will provide a framework to create brands capable of affecting consumer behaviour. She will explore how the pressure to deliver short-term results is leading to damaging, unsustainable, price-driven promotional activity that’s eroding the only defence we have against the rise of private label in the Australian retail landscape. Using a number of local and global case studies, Moeschinger will bring the theory to life and explain why we would fire those responsible for the very brave and multi-award winning Fearless Girl campaign.
8:55 AM SESSION TWO: BUILDING BRAVE BRANDS ■ Chris Gray, Managing Director, Daylight Agency
By shining a spotlight on some well-known ‘brave brands’, Chris Gray will show how companies that are brave have a point of difference and instil a sense of confidence in consumers – this helps to increase profits, build customers and drive brand loyalty. Chris will also delve into the emerging opportunities that allow brands to be bold and take a brave stand – embracing new trends before others jump on the bandwagon. Chris will explain building a brave brand hinges on making sure that ‘brand promotion’ and ‘brand protection’ is in balance, to ensure reputational resilience. Gray has guided well-known companies through some bold decisions, notably plant-based milk alternative Almond Breeze, that has enjoyed soaring sales in a highly competitive market. Gray will dissect the key moves and decisions that have helped to separate Almond Breeze from the rest of the pack.
9.30 AM SESSION THREE: REAL WORLD ENGAGEMENT FOR LESS THAN A GOOGLE CLICK
■ Matthew Hurle, Co-Founder, Brandcrush Matthew Hurle will unpack the global forces behind the rise of experiential marketing and why real-world engagement is more important than ever. Hurle will demonstrate how technology is enabling hyper targeting, scalable execution and real-world endorsement through a network of trusted businesses. He will give insight into what’s driving the brand activation phenomenon and demonstrate how Brandcrush works with brands and activation partners/hosts to facilitate product sampling and experiential marketing with a difference – that is relatively inexpensive yet drives consumer engagement, sales, and brand loyalty.
Walk away with a brand new tool in your marketing kit.
10:00 AM SESSION FOUR: WHAT DOES IT MEAN TO BE A BRAVE BRAND?
■ Teresa Cutter, Creative Director & Co-founder, The Healthy Chef
■ Michael McNulty, Country Manager AU/NZ, Blue Diamond Growers (Almond Breeze)
■ Natalie Moubarak, Director & Founder, + Hemp ■ Nicole Ohm, Senior Marketing Manager, Brownes Dairy ■ Cameron Prowse, Business Development Manager, The Alternative Meat Co
■ MODERATOR: Kim Berry, Editor, Food & Drink Business
10:55AM CLOSING REMARKS ■ Lindy Hughson, Publisher, Food & Drink Business and PKN Packaging News
FRIDAY 11 OCTOBER, 2019 | 7:30AM – 11:00AM ARTS CENTRE MELBOURNE
BRANDS BEHAVING BRAVELY
+
#Food&DrinkLIVE #PKNLIVE
CHRIS GRAYMANAGING DIRECTOR,
DAYLIGHT AGENCY
NIKKI MOESCHINGERMANAGING DIRECTOR,
BRANDOPUS
SPEAKERS & PANELLISTS INCLUDE:
SILVER SPONSORS
GOLD SPONSORS
ASSOCIATION PARTNERS
PLATINUM SPONSOR
NATALIE MOUBARAKDIRECTOR & FOUNDER,
PLUS HEMP
CAMERON PROWSEBUSINESS DEVELOPMENT MANAGER,
THE ALTERNATIVE MEAT CO
MATTHEW HURLECO-FOUNDER, BRANDCRUSH
NICOLE OHMSENIOR MARKETING MANAGER,
BROWNES DAIRY
TERESA CUTTERCREATIVE DIRECTOR & CO-FOUNDER,
THE HEALTHY CHEF
MICHAEL MCNULTYCOUNTRY MANAGER AU/NZ, BLUE DIAMOND GROWERS
