BRITE '17 AGENDA
MARCH 6-7, 2017
COLUMBIA UNIVERSITY, 116TH STREET AND BROADWAY, NEW YORK CITY
DAY 1 - Monday, March 6
SESSION 1: 8:45AM - 10:35AM
GAIN RELEVANCE BY LOSING CONTROL
Chief Strategy Officer
Today's hyper-competitive, complex marketplace demands a new approach to brand management. Top-down, command and rigid control is no longer effective. Over the last three years, Landor has been working with leading brands to identify key challenges, emerging best practices and, ultimately, a new model for community-based brand governance.
REBELS AT WORK:
LEADING CHANGE FROM WITHIN
Co-Author - Rebels at Work: A Handbook for Leading Change from Within
Former CIA Officer
Struggling to make changes at work or convince management to take action? Ready to challenge conventional thinking or introduce a new idea, but worried about being viewed as a troublemaker or getting in way over your head? Carmen Medina will be providing concrete ideas, techniques and advice on how to refine your thinking, improve your approach to work, and manage yourself so you can achieve more and stay sane and optimistic in the process.
WHAT IS YOUR BRAND'S TRUE CHARACTER?
Michel Tuan Pham
Kravis Professor of Business
Columbia Business School
Does your brand really have character? What does it mean for a brand to have character? Based on an analysis of proprietary data covering 6,000 brands from more than 200 categories, Columbia brand expert and consumer scientist Michel Pham identifies six essential dimensions of true brand character: dependability, innovativeness, fun, classiness, vigor, and caring. He will show why having strong character increases a brand’s success.
NETWORKING BREAK: 10:35AM - 11:05AM
SESSION 2: 11:05AM - 1:00PM
FROM T-1000 TO HAL 9000: HOW REALISTIC ARE HOLLYWOOD'S ROBOTS?
Daniel Abella, Director, The Phillip K. Dick Science Fiction Film Festival and the New York Science Fiction Film Festival
Peter Asaro, Philosopher of Science, Technology, and Media, The New School
Matthew Kressel, Nebula Award-nominated Writer and World Fantasy Award-nominated editor
Chris Mahon, Managing Editor, Outer Places
Michael Massimino, Former Astronaut, NASA; Faculty, Columbia University
Sentient robots have been a classic science fiction trope for decades, and with the popularity of works like Her, Ex Machina, and Westworld, they're not going away anytime soon. In this panel, artificial intelligence and pop culture experts discuss famous depictions of sentient AI and their respective levels of scientific plausibility. Is Samantha from Her the logical extension of Siri and Google Home? Do we need to preemptively afford artificially intelligent robots "human" rights in order to avoid the enslavement of sentient beings? If we ever build a robot that can approximate emotion like Hal 9000 or Ava from Ex Machina, would we ever be sure that they are *feeling* emotion rather than simulating it? Join us for a discussion of all of the most fascinating questions (and most entertaining movies) about the burgeoning growth of artificial intelligence.
THE FUTURE OF LUXURY BRANDS IN THE DIGITAL AGE
Alain Bernard, President and CEO, Van Cleef & Arpels Americas
Sara Gergovich, Vice President of Digital & E-Commerce, Hermès
Ketty Maisonrouge, President,Luxury Education Foundation; Founder, KM&Co
Vincent Ottomanelli, President and Regional Director, Ferragamo
The world of luxury has historically been driven by craftsmanship, quality and heritage, all of which require time to master and mature in an organic evolution. Time has been an important factor to the evolution. However, changing media, business, and social trends have ignited this sector to adapt to a fast paced digital age that values speed. How do these two diverging points of view learn how to embrace each other holistically. This panel will examine how companies strongly defined by their brand, heritage and exclusivity, are developing strategies to grow in a faster paced, more interconnected and inclusive world.
LUNCH BREAK: 1:00PM - 2:00PM
SESSION 3: 2:00PM - 3:25PM
HOW "INDIE" BRANDS ARE RE-HUMANIZING THE CONSUMER EXPERIENCE
Robert D. Calkins Professor of International Business
Columbia Business School
Sparked by a feeling of alienation from many global companies, consumers are paying more attention to an ever growing number of “Indie” brands. These companies were founded from the ground-up with the aim to monitor their environmental footprint, take good care of their employees, contribute to their community, and bring back an aesthetic sense committed to using fewer and purer materials. Based on his latest research, Prof. Schmitt will discuss how these companies, several of which have been on stage at BRITE, and the consumer trend that has grown with them, are influencing how large brands think about their own business and social practices.
USING BUSINESS AS A FORCE FOR GOOD
An historic global culture shift is underway to harness the power of business to help address society’s greatest challenges and to build a more inclusive economy. The growing movement of people who seek to use business as a force for good is one of the most important social trends of our time. In this talk, B Lab co-founder Andrew Kassoy will discuss how the organization employs an integrated approach to systemic change by building the necessary market infrastructure to support this culture shift and ensure that it is both rigorous and lasting. B Lab’s unique innovation is that it simultaneously drives institutional, behavioral, and policy change globally by empowering entrepreneurs and all of their stakeholders as the agents of change.
GREAT BRANDS DON'T HAPPEN BY ACCIDENT
Executive Vice President & Chief Marketing Officer
Raj Subramaniam, FedEx executive vice president and chief marketing officer, believes it takes vision and a people-focused workplace to build and sustain a great brand. Every day FedEx team members around the world are motivated by a pledge to customers and to each other to make every experience outstanding – the Purple Promise. Learn more about how this simple yet effective principle drives success at one of the world’s most admired companies.
NETWORKING BREAK: 3:25PM - 3:50PM
SESSION 4: 3:50PM - 5:45PM
TRANSFORMING CHAOS INTO OPPORTUNITY
Maryam Banikarim '93
Global Chief Marketing Officer
Maryam has a propensity for running toward the madness. It is why her successful career includes such noteworthy experiences working as a production assistant on a movie set in Argentina and building a successful bag business that counted Barney’s NY as a key customer. And it has put her in a position to be a driving force for change for organizations such as Univision, NBCUniversal and Ganett. In this talk, Hyatt’s Global Chief Marketing Officer will share how her professional experiences, which have been neither linear nor boring, helped to instill a deep commitment in “going for it,” even when the “it” changes along the way.
REPORTS OF THE DEATH OF THE CMO ARE GREATLY EXAGGERATED
About a decade ago, CMOs averaged 18 months on the job. The “death of the CMO” was suggested as possibly on the way, with ‘big ideas’ pushed aside for hyper-focused digital campaigns. As it turned out, the landscape of evolving technologies requires a broadening of the role with CMOs now playing a more active role in shaping the company’s public profile, managing customer complexities and developing new product capabilities. In this talk, Noonan will discuss different models for CMOs, her experiences in a changing role, and what the future holds for the position.
CHALLENGING THE 800-POUND GORILLA
In a conversation with Jet.com President Liza Landsman, we will examine what it was like to imagine and execute a full service ecommerce company that could challenge Amazon. Developing a great brand experience would be crucial, and the trick to that would actually rest on innovation behind the scenes, in its financial model, supply chain, and operational development. Consumer adoption of ecommerce is massively impacting retail and brands of all kinds, but we don’t look often enough about how the sausage is being made.
Sr. Research Scientist
If I say I like Miles Davis, does that mean I like all his songs? If antibiotics treats typhus, does that mean I use it all the time? Of course not, there is a context in all these situations that determines the actual answer. AI systems today use a mathematical framework that requires enumerating all possible contexts, but that is impossible. We need something more general, can quantum mechanics help?
WINE & BEER RECEPTION: 5:45PM - 7:00PM
DAY 2 - Tuesday, March 7
NETWORKING AND REGISTRATION: 8:20AM - 9:00AM
MORNING PLENARY: 9:00AM - 9:45AM
DECODING THE DIGITAL REVOLUTION:
A PRACTICAL GUIDE
Chief Digital Officer
Almost every day we hear about a company – or even an entire industry – that is getting disrupted. But disruption is not just for startups and new ventures; it’s an opportunity for everyone to transform their business. The acceleration of digital/connected technologies change the way we interact with our workforce, customers, ecosystem and assets. This presentation will deliver insight into the practical realities of transforming your business and emerging as a winner from the digital revolution, including switching from incremental improvements to exponential thinking.
NETWORKING BREAK: 9:45AM - 10:05AM
PARALLEL BREAKOUTS 1: 10:05AM - 11:00AM
THE FUTURE OF AGENCY-CLIENT RELATIONSHIPS
The relationship between agencies and clients is evolving on a near daily basis. The industry has evolved from the Mad Men era model and in many cases transitioned to a more fluid, project based landscape. Today, rather than agencies working in a vacuum, they’re collaborating with clients further upstream in order to align more clearly on clear business objectives, create work collaboratively with agency partners, and get into the act of actually “making” quicker. There are a lot of agency and client benefits to the project-based work, but does the sporadic nature of this model hurt us in an industry that’s dependent on intimacy and communication in order to build sustainable and quality relationships? During this panel, you’ll learn how some agencies are re-thinking every element of the business to stay ahead of the curve to improve client offerings while enhancing the agency economic model.
BEYOND THE TARGET CUSTOMER: SOCIAL EFFECTS OF CRM CAMPAIGNS
Marketers are always wondering what the spin-off effects of their campaigns might be. Prof. Ascarza and her research colleagues have uncovered a social multiplier effect from an activity all firms are already undertaking; communicating with their existing customers and contacts. This session will examine how the social connections of targeted customers buy more and churn less, even without receiving any direct incentive.
ARTFUL BUSINESS: LEARNING FROM CREATIVE GENIUSES
Greg Stone '84
Media Strategist and Founder
What does Michelangelo have to do with marketing, or Botticelli with branding? Media strategist Greg Stone will show you how to add punch to your promotional strategies -- with sumptuous visuals from great artists. This workshop is based on his acclaimed book Artful Business: 50 Lessons From Creative Geniuses, a toolkit of inspiring tips for the “thinking manager.” Learn to see the problem at hand from novel perspectives.
NETWORKING BREAK: 11:00AM - 11:15AM
PARALLEL BREAKOUTS 2: 11:15AM - 12:10PM
INNOVATION IN HEALTHCARE: LESSONS FOR ALL
Montana Cherney, VP Design, Veryday
Bunny Ellerin, Director, Healthcare and Pharmaceutical Management Program, Columbia Business School
Bon Ku, Associate Professor, Thomas Jefferson University
Sonia Sousa, CEO & Co-Founder, Kenzen Inc
Healthcare systems and services affect us all deeply, and yet our experiences with phone calls, faxes, appointments, and treatments have only recently begun to incorporate modern technology and social innovations. This diverse panel will discuss how innovation practices are spurring new thinking for doctors, data analysis, self-monitoring, and community building that affect us all, and may provide lessons for innovation practices in your business.
BUILDING BRAND LOVE FROM THE INSIDE OUT
The customer is always right; yet, many companies do not realize that their employees are their first customers. Successful businesses build their brand love from the inside out by focusing on their best advocates - highly engaged employees. Yet a recent Gallup Poll found 75% of the workforce are not engaged with their jobs. Companies must adapt by shifting their corporate culture as a socially conscious, community-minded generation grows within the workforce. This session will explore the power of a brand's social impact on employee engagement and organizational performance and how building internal community can be transformed into external advocacy.
BLOCKCHAIN "101": OPPORTUNITIES AND CHALLENGES
Matthew Klein, Alphaville columnist, Financial Times
Matthew Quint, Director, Center on Global Brand Leadership, Columbia Business School
Jonathan Wolinsky, Managing Director & Chief Scientist, Genesis Project
Safwan Zaheer, Head of FinTech, KPMG US
In 2008, Satoshi Nakamoto published “Bitcoin: A Peer-to-Peer Case System” which proposed a technical concept to create, “[a] system based on cryptographic proof instead of trust, allowing any two willing parties to transact directly with each other without the need for a trusted third party.” Only more recently, however, has a much broader discussion emerged about the implications and potential of applying blockchain technology – the verification system of Bitcoin – to a much wider array of business transactions and data systems. This session will describe the basics of blockchain technology and will then sort through the buzz to discuss the true opportunities and challenges for its future use.
NETWORKING BREAK: 12:10PM - 12:25PM
CLOSING PLENARY: 12:25PM - 1:OOPM
10 YEARS OF BRITE: LOOKING BACK TO THE FUTURE OF THE DIGITAL BUSINESS REVOLUTION
Faculty, author, BRITE founder
Columbia Business School
Since its inception in 2008, the BRITE conference has featured the leading innovators, disruptors, and brand makers pioneering a path for business in the digital age. BRITE’s founder, David Rogers, will look back at the lessons we’ve learned and the predictions that we heard. And he will share a look to the future, with a vision for where digital transformation is taking business in the next 10 years.