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Brand Equity and Why It Matters
No one questions the price of Tesla or Apple. That’s the value of brand equity, but do you know how to measure and scale your share to drive significant financial impact? The challenge for CMOs is not to wrestle with and compound these complexities but to simplify and reduce them to deliver accurate and timely answers.

Join Jim Stengel, ex-CMO Procter & Gamble, Garrett McGuire, Director of Marketing at Merrell, Michelle McAlister, Sr. Director of Marketing at PepsiCo., Joe Pagano, VP Marketing Solutions Consulting at Neustar, and Janu Lakshmanan, Principal Account Director at BERA, for an engaging conversation on brand equity and why it matters.

Learn how CMOs (and savvy marketers):
• Are overcoming the biggest challenges in building, measuring, and maintaining brand equity.
• Utilizing the value of brand positioning and a brand's strategy to grow and influence, volume, brand equity to drive financial outcomes.
• Leveraging billion-dollar consumer data streams to drive financial impact and increase brand positioning.

00:59:00

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Speakers

Jim Stengel
CEO @The Jim Stengel Company
Jim Stengel is an American businessman, author, professor and public speaker. He served as the global marketing officer of Procter & Gamble from 2001 to 2008. Stengel is currently the president and CEO of The Jim Stengel Company, where he advocates for ideals-driven businesses and brands. In December 2011, he released his first book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies.
Joe Pagano
Vice President, Marketing Solutions Consulting @Neustar
With over 15 years of marketing analytics, data science, and customer insights experience Joe Pagano, Vice President, Marketing Solutions Consulting at Neustar, has led client engagements for both leading analytics providers and global media agencies. Joe partners with Fortune 100 brand marketers to help them optimize their marketing investments and better understand the interplay between controllable and uncontrollable drivers on business outcomes. By linking marketing effectiveness, customer insights, and experiences together Joe has successfully helped marketers unlock hundreds of millions of dollars in incremental revenue.
Janu Lakshmanan
Principal Account Director @BERA
Janu Lakshmanan is a strategist and researcher who strives to help brands connect with their consumers, anticipate future trends and maintain cultural relevance. She is an experienced market research professional with a curiosity about what makes people tick and a passion for delivering high quality research with meaningful insights. Janu’s experience spans early-stage brand development to in-market validation. Janu has worked in several industries including liquor, beauty, food and outdoor gear.
Garrett McGuire
Director of Marketing @Merrell
Garrett McGuire is Director of Marketing at Merrell, a leading outdoor footwear and lifestyle brand, where he leads brand equity marketing, retail marketing, and local marketing strategies. Previously, he was a brand manager and consumer insights leader in retail and footwear. Garrett graduated with his Masters in Advertising from Michigan State University and lives in Grand Rapids, Michigan with his wife and two kids.
Michelle McAlister
Sr. Director of Marketing @PepsiCo.
Michelle McAlister is a Brand Marketing Executive at PepsiCo, with deep experience in brand building, innovation, and marketing strategy on some of the world’s most loved brands, including Quaker, Cheetos, Pop Tarts, Rice Krispies Treats, Lipton, and Walgreens. Michelle “truly commits to understanding consumers, innovating and designing solutions for their lives, and showcasing them as the main character in the stories she tells”. Michelle proactively builds for marketing inclusion with a consumer-first obsession and weaves insight throughout every aspect of marketing and brand building. She earned a BA in Marketing from Howard University and an MBA from the Kellogg School of Management, Northwestern University. She lives in Chicago with her husband, young son, and dog PepperAnn.