Top Executives Share Branding
Strategies and Tactics at AMA Conference

The information-rich two-day AMA Corporate Branding 2004 Conference in Chicago in mid-November featured presentations and workshops from more than 20 top marketing executives from leading consumer and B-to-B companies such as IBM, CIGNA, UBS, LendingTree.com and H&R Block.

Conference Chairman Scott Davis, Managing Partner of Prophet, a strategic professional services firm focusing on marketing issues set the stage for the conference with this simple and eloquent definition – “A brand is the collective perceptions of those who matter”. Davis explained that brands are built at every touchpoint, each interaction between the brand and the consumer. “Every touchpoint is an opportunity,” he says, “to enhance or denigrate your brand”.

First day keynote speaker Kurt Kuehn, SVP, Worldwide Sales and Marketing, UPS, traced the steps taken to update the brand image of the global logistics company. Kuehn recalled that UPS had a very strong brand image, but that its image was not reflecting the fact the UPS has transformed itself from a global package delivery company to a global logistics and supply-chain management leader. “Brands,” said Kuehn, “should be living, breathing, evolving assets. As companies evolve to respond to changes in the marketplace, brands must evolve with them.”

UPS identified a two-word phrase – “Synchronized Commerce” – to summarize its new brand promise. Kuehn then touched on the highlights of the external brand relaunch in advertising (the “What Can Brown Do For You” campaign), a brand identity relaunch with an updated logo, and a customer relationship management initiative to identify which customers to pursue with what capabilities. He also recounted the top management involvement and multiple meetings to relaunch the brand internally and to align the company and its processes around the new brand promise.

Jerry Dow, second day keynoter and Managing Director, Worldwide Marketing and Communications, United Airlines, shared the thinking behind the development and launch of United’s new low cost airline, Ted. Ted was created in 2003 to be United’s low cost brand competing for leisure traveler business. Its routing strategy is primarily from “Northern” hubs – Chicago, Denver and Washington, D.C. – to Southern vacation destinations in Florida and the Southwest.

Everything about Ted, Dow reported, from the online booking and airport experience to the planes and flight attendants, has been designed to be simple, clean, young and fun.

Two special concurrent sessions focused on non-profit organizations. Chris Orzechowski of The Susan B. Komen Breast Cancer Foundation explained how the worldwide organization dedicated to ending breast cancer develops corporate sponsorships. Patricia Deneroff of Siegel & Gale and Carol Gifford of American’s Second Harvest recounted the recent branding and positioning efforts on behalf of the national food bank network.

For more on Corporate Branding 2004, check the photo gallery.