Brand NEW World
The Un-Conference 2022
The Un-Conference 2022
May 18th - 20th
Los Angeles
Los Angeles
The Un-Conference
360° of Brand Strategy for a Changing World
A COMPETITIVE-LEARNING EXPERIENCE
About The Experience
The world needs the warmth of human-centric brands now more than ever. B2B and B2C brands that recognize this are quickly adopting human qualities to attract customers in the human-centric era.
This requires unlocking customers' latent anxieties and desires through social listening, netnography, and emphatic research. To effectively address these anxieties and desires, marketers need to build the human side of their brands. The brands should be physically attractive, intellectually compelling, socially engaging, and emotionally appealing while at the same time demonstrate strong personability and morality.
Few brands are prepared to do what is necessary to get closer to those that are most important to their future.
For 50 marketers that are committed to building human-centric brands, The Blake Project and Branding Strategy Insider have designed a uniquely powerful learning experience. We call it The Un-Conference: 360 Degrees of Brand Strategy for a Changing World.
This requires unlocking customers' latent anxieties and desires through social listening, netnography, and emphatic research. To effectively address these anxieties and desires, marketers need to build the human side of their brands. The brands should be physically attractive, intellectually compelling, socially engaging, and emotionally appealing while at the same time demonstrate strong personability and morality.
Few brands are prepared to do what is necessary to get closer to those that are most important to their future.
For 50 marketers that are committed to building human-centric brands, The Blake Project and Branding Strategy Insider have designed a uniquely powerful learning experience. We call it The Un-Conference: 360 Degrees of Brand Strategy for a Changing World.
It's unlike any other branding or marketing conference you've attended before:
We see everyone in the room as an expert and all benefit from the sum of the expertise in the room.
Our competitive learning format is fun, energized and impactful and features Brandigo: The Brand Management Safari game.
The walls are down, there are no podiums or stages, there is no hierarchy – your uniform is jeans.
Small is powerful, with only 50 marketers participating in hands on learning.
The focus is on learning outcomes, not ticket sales.
As in your marketplace, some will win, some will lose, all will learn.
This is marketing's ONLY issues-based, problem-solving event.
Videos
Brand Leadership in an Age of Disruption
Building Human Centric Brands
Value Creators
No attendees.
Only participants.
Only participants.
The best pathway for learning is through participation, not observation. The Un-Conference: 360 Degrees of Brand Strategy for a Changing World will challenge your thinking about brands and brand management. To do that, we'll put you on a team of 10 and offer you opportunities to compete, lead and learn alongside other marketers in a unique environment. The challenges you'll tackle are based on and influenced by the actual issues that you and other participants are facing.
The central theme for our 7th annual Un-Conference is creating value in a brand new world. The premise of a brand new world speaks to the new behaviors in our industry to rely on technology to build and drive relationships. This year's Un-Conference will go deep on how brands can adopt human characteristics at a time when society is expecting more from brands.
MANAGING PARTNER, THE BLAKE PROJECT
Derrick Daye
Derrick has spent the past 25+ years helping organizations release the full potential of their brands. His experience is as extensive as it is diverse, encompassing the disciplines of brand strategy, advertising, sales promotion, and public relations. At The Blake Project he manages daily operations and serves in the delivery of brand stewardship services as a brand strategist and educator.
Prior to launching The Blake Project in 2003, Derrick held rewarding leadership roles at global advertising agency leader Saatchi & Saatchi as well as at three other respected advertising agencies. He credits his focus on brand strategy with his ability to align organizations with unmet customer needs. He has co-led the brand strategy effort for many respected B2C and B2B brands, including Abbott, Coca-Cola (Olympic Games), Deloitte AI, EA Sports, FootJoy, ING, Intel, LexisNexis, Nestlé and Wyndham Hotels Worldwide.
Most notably, he has worked with Dr. Bernice King, The White House Press Corps and helped the National Parks of New York Harbor, arrive at new and optimistic decisions about the Statue of Liberty's competitive future.
Derrick earned an MBA from the University of Southern California, Marshall School of Business.
Prior to launching The Blake Project in 2003, Derrick held rewarding leadership roles at global advertising agency leader Saatchi & Saatchi as well as at three other respected advertising agencies. He credits his focus on brand strategy with his ability to align organizations with unmet customer needs. He has co-led the brand strategy effort for many respected B2C and B2B brands, including Abbott, Coca-Cola (Olympic Games), Deloitte AI, EA Sports, FootJoy, ING, Intel, LexisNexis, Nestlé and Wyndham Hotels Worldwide.
Most notably, he has worked with Dr. Bernice King, The White House Press Corps and helped the National Parks of New York Harbor, arrive at new and optimistic decisions about the Statue of Liberty's competitive future.
Derrick earned an MBA from the University of Southern California, Marshall School of Business.
CEO AND CHIEF CREATIVE OFFICER, SILTANEN & PARTNERS ADVERTISING
Rob Siltanen
A proven business game changer, Rob's insightful and engaging advertising campaigns have played a pivotal role in positioning and changing the fortunes of several of the world's most noted companies.
Early in his career, Rob worked as a copywriter at TBWA/Chiat/Day, Los Angeles. In 1990, at the age of 26 he was made the youngest creative director in the agency's history and at the age of 32 was named managing partner of the West Coast's largest agency. As Creative Director at Chiat/Day, Rob guided the Nissan business for nine years while also creating iconic ad campaigns for Apple, Levi's, Infiniti and the International Olympic Committee.
In 1997, Rob spearheaded the legendary Apple "Think Different" campaign and wrote the Emmy Award winning "To the crazy ones" commercial. That campaign helped Apple achieve one of the most spectacular business turnarounds of the past century and is frequently listed as one of the top campaigns in advertising history.
He has shared some of his techniques at the 2017 Un-Conference and has been a guest on Oprah and Good Morning America.
At Siltanen & Partners Rob helps a new generation of businesses and brands reach new levels of growth.
Early in his career, Rob worked as a copywriter at TBWA/Chiat/Day, Los Angeles. In 1990, at the age of 26 he was made the youngest creative director in the agency's history and at the age of 32 was named managing partner of the West Coast's largest agency. As Creative Director at Chiat/Day, Rob guided the Nissan business for nine years while also creating iconic ad campaigns for Apple, Levi's, Infiniti and the International Olympic Committee.
In 1997, Rob spearheaded the legendary Apple "Think Different" campaign and wrote the Emmy Award winning "To the crazy ones" commercial. That campaign helped Apple achieve one of the most spectacular business turnarounds of the past century and is frequently listed as one of the top campaigns in advertising history.
He has shared some of his techniques at the 2017 Un-Conference and has been a guest on Oprah and Good Morning America.
At Siltanen & Partners Rob helps a new generation of businesses and brands reach new levels of growth.
MANAGING PARTNER, ROSSMAN PARTNERS
John Rossman
John Rossman is most known for launching and scaling the Amazon Marketplace business which now accounts for over 50% of all Amazon units sold and shipped. While at Amazon he also served as Director of Enterprise Services at Amazon.com, where he managed worldwide services to enterprise clients such as Target.com, Toys R Us, Sears, Marks and Spencer, and the National Basketball Association (NBA).
Since leaving Amazon he has advised clients across most industry verticals on digital strategy, operations and culture. He is now Managing Partner at Rossman Partners.
John Rossman is the author of The Amazon Way: 14 Leadership Principles Behind the World's Most Disruptive Company and is an expert in Digital Innovation and helping his clients build and execute innovative business models.
The 3rd edition of The Amazon Way was recently released and has been recognized as one of the rare business leadership books giving actionable insights for innovation and business growth to be the basis for your digital transformation gameplan.
Since leaving Amazon he has advised clients across most industry verticals on digital strategy, operations and culture. He is now Managing Partner at Rossman Partners.
John Rossman is the author of The Amazon Way: 14 Leadership Principles Behind the World's Most Disruptive Company and is an expert in Digital Innovation and helping his clients build and execute innovative business models.
The 3rd edition of The Amazon Way was recently released and has been recognized as one of the rare business leadership books giving actionable insights for innovation and business growth to be the basis for your digital transformation gameplan.
KNOWLEDGE LEAD, KANTAR CONSULTING
Walker Smith
J. Walker Smith is the Knowledge Lead for the global Consulting division of Kantar. Walker has been described by Fortune as "one of America's leading analysts on consumer trends."
He is coauthor of four highly regarded books, a daily blogger and frequent vlogger, a former Marketing News columnist, and a former public radio commentator. He is a 2021 inductee into the Market Research Council Hall of Fame and the 2020 recipient of the AMA's Charles Coolidge Parlin Award for outstanding contributions to the field of market research.
He is a 2012 inductee into the N.C. Journalism and Media Hall of Fame. In 2014 and 2015, he won the WPP Atticus Award for Strategy and in 2013 for Consumer Insights.
Walker holds a doctorate from the University of North Carolina at Chapel Hill.
He is coauthor of four highly regarded books, a daily blogger and frequent vlogger, a former Marketing News columnist, and a former public radio commentator. He is a 2021 inductee into the Market Research Council Hall of Fame and the 2020 recipient of the AMA's Charles Coolidge Parlin Award for outstanding contributions to the field of market research.
He is a 2012 inductee into the N.C. Journalism and Media Hall of Fame. In 2014 and 2015, he won the WPP Atticus Award for Strategy and in 2013 for Consumer Insights.
Walker holds a doctorate from the University of North Carolina at Chapel Hill.
SENIOR VICE PRESIDENT BRAND HEALTH TRACKING, IPSOS
Emmanuel Probst
Emmanuel's background combines over 16 years of market research and marketing experience with strong academic achievements.
At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer's journey.
Emmanuel also teaches Consumer Market Research at the University of California at Los Angeles (UCLA), and writes about consumer psychology for numerous publications.
He is the author of Brand Hacks - How to build brands by fulfilling the consumer quest for meaning. This exploratory journey reveals why most advertising campaigns fail and examines the personal, social, and cultural meanings that successful brands bring to consumers' everyday lives.
Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom.
At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer's journey.
Emmanuel also teaches Consumer Market Research at the University of California at Los Angeles (UCLA), and writes about consumer psychology for numerous publications.
He is the author of Brand Hacks - How to build brands by fulfilling the consumer quest for meaning. This exploratory journey reveals why most advertising campaigns fail and examines the personal, social, and cultural meanings that successful brands bring to consumers' everyday lives.
Emmanuel holds an MBA in Marketing from the University of Hull, United Kingdom and a Doctorate in Consumer Psychology from the University of Nottingham Trent, United Kingdom.
HEAD OF BRAND STUDIO, MICROSOFT ADVERTISING
Geoff Colon
Kick Off Mixer
Wednesday, May 18, 2022 | 7:00 p.m. to 9:00 p.m. at The Hard Rock Hotel Rooftop, San Diego
Workshop Day 2
Friday, May 19
8:00 a.m. to 8:15 a.m.
Derrick Daye
WELCOME BACK REMARKS
8:15 a.m. to 9:00 a.m.
Norty Cohen, Jillian Flores
JOIN THE BRAND
9:00 a.m. to 10:00 a.m.
Anne Bahr Thompson
THE NEW, MORE HUMAN-CENTERED DIFFERENCE
10:00 a.m. to 10:15 a.m.
FIRST BREAK
10:15 a.m. - 10:30 a.m.
Derrick Daye
BRANDINGO GAME BEGINS
10:30 a.m. to Noon
TEAM CHALLENGE #3
Noon to 1:00 p.m.
LUNCH
1:00 p.m. to 2:00 p.m.
Len Jacobson
HUMAN-CENTRIC STORYTELLING
3:30 p.m. to 4:00 p.m.
Norty Cohen, Jillian Flores
3:15 p.m. to 3:30 p.m.
SECOND BREAK
3:30 p.m. to 3:45 p.m.
BRANDINGO GAME RESUMES
3:45 p.m. to 4:30 p.m.
TEAM CHALLENGE #4
OVERCOMING BRAND CHALLENGES
These two days are reserved for those marketers who want to change the world by creating more value than ever before for those that are most important to their brand's future. Working in small, intimate groups is the best way to help you get there. That's why we have limited The Un-Conference to 50 people, 5 teams of ten, 5 tables, one room and one focus.
The are NO attendees – Only Participants.
For more information please contact:
Derrick Daye
Managing Partner, The Blake Project
Direct: 813.842.2260
DDaye@theblakeproject.com
The are NO attendees – Only Participants.
For more information please contact:
Derrick Daye
Managing Partner, The Blake Project
Direct: 813.842.2260
DDaye@theblakeproject.com
Please wear jeans
This helps break down the hierarchy and unifies the teams and the room.
Sponsored By: Branding Strategy Insider, the American Marketing Association Los Angeles and The Blake Project
Who should participate:
Workshop Day 1
Thursday, May 17
8:00 a.m. to 8:15 a.m.
Derrick Daye
WELCOME REMARKS
8:15 a.m. to 9:00 a.m.
Carmen Simon
ENCODING THE HUMAN BRAND
9:00 a.m. to 10:00 a.m.
Geoffrey Colon
THE HUMAN-CENTERED BRAND
10:00 a.m. to 10:15 a.m.
FIRST BREAK
10:15 a.m. - 10:30 a.m.
Derrick Daye
BRANDINGO GAME BEGINS
10:30 a.m. to Noon
CHALLENGE #1
10:30 a.m. to Noon
LUNCH
1:00 p.m. to 1:15 p.m.
Steve Wunker
INNOVATING BRANDS FOR HUMANITY
2:15 p.m. to 3:15 p.m.
Norty Cohen, Jillian Flores
BUILDING BRANDS ON PARTICIPATION
3:15 p.m. to 3:30 p.m.
SECOND BREAK
3:45 p.m. to 4:30 p.m.
BRANDINGO GAME RESUMES
3:45 p.m. to 4:30 p.m.
TEAM CHALLENGE #2
3:45 p.m. to 4:30 p.m.
4:30 p.m. to 5:00 p.m.
6:30 p.m. to ?
DINNER AT RUSTIC ROOT 535 FIFTH AVE., SAN DIEGO
Marketing oriented leaders
Marketing professionals (CMOs, Brand Managers, Brand Strategists, Creative Directors, Marketing Directors & Mangers, Product Managers, Entrepreneurs
All marketers faced with brand strategy issues
All professionals charged with brand building and brand management
Those seeking a unique learning experience designed around brand strategy
Registration
You are about to register for The Un-Conference: 360° of Brand Strategy for a Changing World (And we're happy you can join us!)
The Un-Conference 360° of Brand Strategy for a Changing World is limited to only 50 marketers. To benefit from this one-of-a-kind competitive-learning experience, Register Now and secure your participation.
If you wish to be invoiced or register multiple participants contact Derrick Daye at ddaye@theblakeproject.com or (813) 842-2260.
The Un-Conference 360° of Brand Strategy for a Changing World is limited to only 50 marketers. To benefit from this one-of-a-kind competitive-learning experience, Register Now and secure your participation.
If you wish to be invoiced or register multiple participants contact Derrick Daye at ddaye@theblakeproject.com or (813) 842-2260.
When: May 18th - 20th, 2022 (note our kickoff mixer on the 18th is 7-9pm)
Where: Siltanen & Partners, Los Angeles, California, USA
Investment: $1999 (SAVE $200 by registering before February 1st!)
Outcomes: Clarity and Confidence in brand strategy techniques for a changing world.
Where: Siltanen & Partners, Los Angeles, California, USA
Investment: $1999 (SAVE $200 by registering before February 1st!)
Outcomes: Clarity and Confidence in brand strategy techniques for a changing world.
Please read the terms and conditions and agree to them before you register.