Wednesday, July 22, 2009

Global Brand Summit in Chicago Oct. 20-21

My colleagues in the newly formed Integrated Marketing Communication Association are sponsoring with Peking University and a raft of China businesses a Global Brand Summit in Chicago Oct. 20-21. The program and details follow:

We have designed the Summit to host 200 Chinese executives and 200 U.S. executives and business owners. They will be coming to “do business” but also to be informed by the program content.

The test of possible speakers revealed that the Chinese wanted to hear from authors on branding and points of view of global and U.S. business.

2009 Global Brand Summit
Featured Speaker: PHILIP KOTLER
Kellogg School of Management

October 20-21, 2009

U.S. Organizers:

The China Association of National Advertisers
Journalism and Communications School, Beijing University

Phone: +1-847-465-8995
Fax: +1-847-465-9398

The 2009 Global Brand Summit (GBS) is a business and academic consortium of rapidly growing medium-size businesses, consultants and professional business educators from the U.S. and China. GBS fosters research and dissemination of knowledge on the impact of current economic trends in business. This includes brand building for organizations searching for new global partners, clients, and customers. Our most recent work has been a focus on China and the U.S.

The 2009 Global Brand Summit has invited 200 business men and women from China. This is the first time that the China Association of National Advertisers has sponsored an overseas conference. It is also a rare opportunity for U.S. business owners and executives to meet so many Chinese CEOs of both state-owned companies and smaller privately-held corporations to discuss business issues and opportunities.

For this year’s conference, the Integrated Marketing Communications Association will partner with the U.S.-China Brand Group, which has provided training programs to over 1,000 Chinese executives at Northwestern University. Past participants in U.S.-China Brand Group training seminars have commented on their experience as “the most rewarding experience in terms of providing global marketing insights and building business relationships.”

Major Chinese broadcast and print media are currently promoting this Summit. Coverage of the Summit will be broadcast via CCTV (China’s most prominent TV network), 21st Century Business Herald (newspapers) and (one of the most significant Web sites in China).

There are two key reasons to attend and participate in this two-day summit in downtown Chicago.

1. Build relationships for future business with Chinese and U.S. business leaders in roundtable sessions.
2. Discover new ideas on global product and service branding, co-branding and partnerships from world class leaders. One of the featured speakers will be Dr. Philip Kotler of the Kellogg School of Management, Northwestern University.

Brand Information
We have asked business and academic speakers with world-wide reputations to address several questions for the Summit:

• How can a brand make a mark on the global stage?
• How does a brand flourish worldwide even under a global economic downturn?
• Does your organization have a clear sense of which global stakeholders are important to maximize brand visibility?

Business Brand Relationships
If your organization has plans to enter the Chinese market, or is contemplating a strategy to test the China market, this may be your best opportunity to meet with Chinese business men and women who are decision-makers.

• Joining the Summit here in Chicago saves you time and expenses.
• The 200 Chinese executives focus on relationship building.
• The Summit will better prepare you for your business trip to China.

This unique international branding summit draws together powerful brand leaders and companies including Lenovo, Kraft, Boeing, and Motorola, as well as some prominent Chinese companies, such as Baidu, China Merchant Bank, Chery Automotive and Tsingtao Beer. These companies have adopted a global mindset to share the secrets behind their well-conceived business positioning in building international presence.

The two-day event will also introduce you and your team to other leaders of more medium-sized companies currently developing business-to-business and consumer brands. All participants can benefit from new global relationships in distribution, manufacturing and retailing. The 2009 Global Brand Summit focuses on true sharing and practical "how to" actions.

Dates: Oct. 20-21, 2009
Location: Hyatt Regency Chicago, U.S.A.
Registration fee: $859

【Oct 20, 2009 Day One】
7:00-8:30 Registration
8:30-8:50 Opening Ceremony
Hosts: Professor Clarke Caywood, Ph.D., Integrated Marketing Communications Department, Northwestern University
_____, Chair of China Association of National Advertisers
8:50-9:00 Introduction of Keynote Speaker by Sponsor or Professor Clarke Caywood, Northwestern University
9:00 – 10:00 Keynote Speaker: Philip Kotler, Ph.D., S.C. Johnson & Son Professor of Marketing,
Kellogg School of Management, Northwestern University
Topic: “Managing Your Brand in Chaotic Times” (from his book Chaotics:
The Business of Managing and Marketing in the Age of Turbulence)
10:00-11:00 First Panel Discussion (4 panelists): “High-risk Times and Brand Reinvention”
Host: Professor Philip Kotler, Northwestern University
Advertising Agency Representative: Ye Maozhong, Nike Brand Director (China)
Corporate Representative: Kraft or P&G Brand Director (U.S.)
11:00 – 11:30 Coffee/Tea Break
11:30 – 12:30 Speaker: Ma Weihua, CEO, China Merchants Bank
Topic: “Brand Value Drive: Intangible Benefits”
12:30-13:45 Lunch
13:45-14:45 Introduction by Sponsor or Host
Speaker: Robin Li, CEO, Baidu
Topic: “Challenges and Opportunities for Brand Communications in the New Media Era”
14:45-15:50 Introduction by Sponsor or Host
Speaker: Al Golin, Founder of Golin Harris or Jack Ma, CEO,
Topic: “Trends in Global Business Communications”
15:50-16:10 Coffee/Tea Break
16:10-17:30 Business Roundtable/Corporate and Participant Meetings
17:30-19:30 Dinner Party with Entertainment

【Oct 21, 2009 Day 2】
9:00 – 9:45 Introduction by Sponsor or Host
Speaker: Professor Bobby Calder, Ph.D., Charles H. Kellstadt Chair, Kellogg School of Management, Northwestern University
Topic: “Globalization, Localization and Brand Reinvention”
9:45 – 10:45 Introduction by Sponsor or Host
Speaker: Yin Tongyao, CEO, Chery Automobile Co.
Keynote Speech: “Challenges for Global Brands in the New Automobile Industry”
10:45 – 11:10 Coffee/Tea Break
11:10 – 11:55 Third Panel Discussion: “Creating Media and Brand Creative Communications”
Moderator: Professor Clarke Caywood, Northwestern University
Panelists: Advertising Agency Representatives: Song Yimin, Ogilvy T.B. (China) &
DDB Needham (U.S.)
Corporate Representatives: Tsingtao Beer (China) & Harley Davidson (U.S.)
Sanjay Jha, Co-CEO, Motorola
Shigeo Okazaki, Managing Director and Executive Brand Consultant, Strategic Resource Center, Dentsu Beijing
Beck (Author of Risk Society)
(or) W. Chan Kim and Renee Mauborgne (authors of Blue Ocean Strategy)
11:55 – 12:10 Closing Ceremony Remarks: Richard M. Daley, Mayor of Chicago
or Mark Kirk, U.S Representative
or Donald Tung(HK Trade Commissioner)
12:10 – 13:30 Lunch
13:30--15:30 Business-matching Roundtable (8 panels taking place simultaneously)
Panel 1: “Global Banking Barriers”
Panel 2: “Branding Consultant Values”
Panel 3: “Global Legal Hurdles”
Panel 4: “What about a Global Sales Force?”
Panel 5: “Trade Association Support in China”
Panel 6: “Supply Chain Efficiency”
Panel 7: “Protecting Your Brand from Crisis”
Panel 8: “Cultural Challenges to Overcome”
15:30 and after Networking
• Executives and owners of medium and selected small American brands, venture capitalists, advertising agencies and legal professionals
• Executives of top large and medium-sized Chinese brands and start-ups, advertising agencies and media industry professionals
• Target number of participants: 400 in total
200 from the U.S.
200 from China
• Chinese participants’ profile shown in pie charts