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Topic Details
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Topic
Index
| Wednesday,
October 1 | Thursday,
October 2 | Friday,
October 3
| Thursday,
October 2 8:45-10:15 a.m. |
|
|
Keynote
Address : Communication in Concert: Making it all Come Together |
| 10:45 a.m. - Noon | |
|
PRanoia: New Threats to Haunt Your Thoughts |
|
What the "B" in IABC Means - or Should Mean to You |
|
The Listening Brand: Tapping Into the Awesome Power of Customer Insights |
|
Managing Change Through Applied Interpersonal Communication |
|
Silver Quill Luncheon and Awards Banquet |
| 2-5 p.m. | |
|
Helping Your Leadership Capitalize on Communication Competencies |
| 2-3:15 p.m. | |
|
Good Ways to Deliver Bad News |
|
Maintaining Harmony in Cacophonous Times: Tips for Entrepreneurs |
|
Beating the Blues Out of Project Management |
|
Maximizing ROI with E-Marketing |
| 3:45-5 p.m. | |
|
Virtually Speaking: Communicating with a Remote Workforce |
|
Corporate Ethics and Trust: A Communicator's Role? |
|
Maximize Your PR Reach: Using a Network of Independent PR Professionals |
|
Planning a World Tour: Internationalizing Your Message and Brand |
| 5:45-6:30 p.m. | |
|
Networking Reception |
| 6:45 p.m. | |
|
Meet for Dine-Around Austin |
Thurs.
Oct. 2, 10:45-Noon
The
Listening Brand:
Tapping Into the Awesome Power of Customer Insights
Did you know the brand value of Coca-Cola is greater than
the entire economy of Peru, Pakistan and 140 other countries? A brand
can be a company’s most valuable asset, yet many communicators don’t
understand how to optimize their brand’ s competitive advantage.
Truly powerful brands are developed using research-based customer insights.
You’ll learn how customer research can build a solid foundation
for brand communication strategy by:
- Realizing the importance of brand identity and its principles
- Learning the role of research in brand communication
- Discovering techniques for making brand communication more relevant, engaging and compelling
Presenter
Mitch McCasland is a founding partner of Dallas-based
Brand Inquiry Partners and a brand strategist and leading advocate of
using customer insights to develop powerful brand communication. With
more than 20 years of experience in marketing and research, he has built
value for such Fortune 500 brands as Anheuser-Busch, Eli Lilly & Company,
Freddie Mac, EDS, Samsung, GTE/Verizon, NCH and Dr Pepper/Seven-Up. McCasland
is a guest lecturer for Southern Methodist University’s Business
Leadership Center in the Cox School of Business. He is also columnist
on the subject of brand strategy for the online publication MarketingProfs
and has been featured in the online edition of Inc Magazine.