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Seminar Series
Financial Services &

Customer Service &

Women In Business
Human Resources

13th Customer Service and Marketing Seminar
February 23-24, 2004

Speakers / Co-sponsors

Keynote Speakers

Steve Bryant
Chief Creative Officer, President, Seattle, Publicis Dialog

Cut Through the Clutter with Amazing Relevance

A longtime veteran of the agency, Steve Bryant is responsible for creative development for public relations clients across the national Publicis Dialog network. Steve’s credited with the conceptual work behind Publicis Dialog’s global integration strategy, which favors a holistic communications methodology to achieve a greater impact and a potentially higher return on investment than classic integrated marketing. The PR industry’s leading observer, Paul Holmes, calls Steve Bryant “one of the industry’s most creative” practitioners and O’Dwyer’s dubbed him Publicis Dialog’s “creative czar.” He’s the recipient of more than 75 industry awards and the founder of the agency’s Nutrition Marketing Research Institute. He's also a chief architect of the agency's Holistic Communications process.

In this presentation marketers will discover the six dynamics that give a marketing campaign Amazing Relevance. See how Amazing Relevance contributed to some of today's biggest marketing successes. Learn how to apply the concept to kill weak ideas and improve good ones. It's the prescription for a world in which consumers face too many messages, and where they have more and more control over which to let in.

Ruth Crowley
Vice-President General Merchandise, Harley-Davidson Motor Company

Maximizing the Brand Experience

Ruth Crowley is the Vice President of General Merchandise for Harley-Davidson where she is responsible for the merchandise business worldwide. The responsibility includes design and development of products and programs in MotorClothes and Licensing and distribution in retail channels. Ruth has been with Harley-Davidson since 2000. Prior to joining Harley, Ruth was with Universal Studios, Host Marriott, and various retail companies including May Company, The Limited and Eddie Bauer. She is actively involved with several organizations locally including Next Door Foundation, MDA and BBBS.

Ruth will discuss brands and branding, the importance of maintaining integrity and relevance, and not compromising either for sales. We will review the importance of brand in creating optimal customer experiences.

You Mon Tsang
Founder and Vice President of Corporate Development

Reputation Management as a Science: A Case Study in Building a Global Brand

You Mon is the Founder and Vice President of Corporate Development at Biz360. An
analytics expert, Mr. Tsang identified a vast untapped opportunity in the field of active market intelligence and established Biz360 as the industry leader in global reputation and brand analysis. Some of Biz360’s clients include Harley-Davidson, Sun Microsystems, Bank of America, and others.

In his presentation, You Mon will discuss how companies can take a scientific approach to building and managing a business reputation and how to apply metrics to the strategic management of the company's brand and reputation.

Spencer L. Hapoienu
President, Insight Out Of Chaos

CRM: Customer Marketing vs. Brand Marketing

Spencer L. Hapoienu is President and co-founder of Insight Out Of Chaos, a New York City database and direct marketing company, specializing in CRM and Loyalty marketing. Previously, Spencer was founder and for five years President of SAGE
Worldwide Inc., a $75 million technology and promotion subsidiary of The Ogilvy Group. Spencer organized SAGE after spending two years developing diversification strategies for The Ogilvy Group as Director of Corporate Development. Spencer was also a member of The Ogilvy & Mather U.S. Management Board.

In Spencer’s presentation he will discuss how CRM-Loyalty Marketing will change the way you think about your business. His comments will include how a true CRM program will cultivate long term customer equity vs. brand equity.

Heather MacPherson
Managing Director, Ogilvy & Mather

The Secret of Great Brands: Building relationships 360 degrees at a time

Heather MacPherson is Managing Director of Ogilvy & Mather’s Los Angeles office. Her experience includes major brands, retail and 360 Degree integration. Before joining Ogilvy in 1999, she was president of one of Canada’s leading communications agencies. Before moving into direct and interactive, she gained over 10 years of major brand advertising experience with major agencies including J. Walter Thompson. Since joining Ogilvy, she has managed the Goldman Sachs, Andersen, Deloitte and AT&T Wireless businesses in NYC.

In this presentation, Heather will discuss the recent waves of globalization, the tech run-up, media converging and diverging, the boom and bust, the gloomy shadows of recession and the glimmer of growth; and how these events have created an opportunity to build brands far more deeply, more effectively and with a more diverse and fascinating tool kit at our disposal. She will also discuss how 360 degree brand stewardship has become the secret weapon of great brands.

Shawn D. Nelson
Founder, Chairman, and Chief Executive Officer, The LoveSac Corporation

Service with an Attitude

Shawn D. Nelson, Chairman & CEO of LoveSac Corporation, is a force to be reckoned with. He has taken the retail industry by storm, and it’s all because he simply wants to make people’s lives more comfortable. He is an expert in visionary leadership, problem solving, and marketing. He is also a natural when it comes to building a successful company that will in turn build the greatest brand for the world.

Andrew Salzman
VP- Corporate Marketing, Siebel Systems

Creating a Customer-Driven Business

Andrew Salzman is a 24 year marketing veteran with experience managing high technology and consumer brands across the US, Europe, and Asia Pacific. He joined Siebel Systems in 1999 where he serves as VP for Corporate Marketing. Prior to that, Andrew served as VP-Marketing for Compaq Computers; VP, Corporate Marketing for Kodak's Consumer Imaging business,Managing Director for McCann-Erickson's Japan operations, and as GM for DMB&B's Japan and European operations.

Andrew’s presentation will help you learn how leading companies are using a combination of business strategy, people, process, and technology to build enduring and profitable customer relationships, how to segment and market to your valued customers, how to provide all customer-facing people with the knowledge and insight to make smarter, better informed decisions, and how to drive greater accountability across the organization for tangible business results.


Concurrent Speakers
Michael M. Dabadie
Senior Vice President, Harris Interactive

Leveraging Your Brand Equity for Internal Alignment

Mike Dabadie currently serves with the Harris-Wirthlin Brand and Strategy Consulting group. Mike has particular focus on the company’s work in brand equity and corporate reputation management, issues-based research, crisis management consulting, and international research.

Mike will discuss the topic of aligning employees with the company goals and business objectives which is essential in driving business results, including increased employee satisfaction. Alignment depends on effective mindsets, cultures, and communications which, when combined with consistent and effective leadership behavior, empowers employees to improve and sustain their performance, satisfy the customer, enhance organizational success and reap the many personal benefits thereof, including satisfaction with their own.

Bruce Danielson
Executive Communications Manager, UPS

Communicating the Brand Promise

Bruce Danielson has spent more than 20 years in corporate communications, and currently manages the executive communications function at UPS. His team proactively places senior executives in key national and international forums and produces relevant, thought leadership speeches that are also repackaged internally and externally. Prior to joining UPS, he served as Event & Executive Communications Manager for MCI. Before that he was Director of Corporate Communications for John H. Harland Company.

In this session, attendees will learn how UPS evolved its brand identity and promise to match its vision of an interconnected world of synchronized commerce, the importance of internal alignment and integration in brand strategy, and the role of executive communications in communicating the UPS brand promise.

Rich Lehrfeld
VP-Sponsorship & Event Marketing, American Express Company

The Future of Communications

Rich Lehrfeld is Vice President of Sponsorship Marketing for American Express. In this capacity, he is responsible for the leadership, management and execution of the company’s portfolio of major U.S. Sponsorships and Events. Since joining American Express in 1996, Mr. Lehrfeld has worked within numerous media, marketing and sponsorship capacities including leadership of American Express’ broadcast media plans, interactive media plans and its entertainment sponsorship properties. Over his time at American Express, Mr. Lehrfeld developed and led American Express’ first interactive media team and in 2000, he temporarily assumed the position of Interactive Marketing Director for the International Consumer Card Group based out of London, UK. Under his leadership, the company has created and executed major sponsorship arrangements with the NBA, the U.S. Open Tennis Championships and the Tribeca Film Festival.

This session will explain some of the societal and technological challenges that have arisen to make our jobs of effective communication much more difficult. He will also address some of the recent methods marketers, including American Express have been incorporating into their efforts to breakthrough and engage customers and consumers - including, embedding brands into media content, development and execution of sponsorship programs and live experiences that showcase ones brand, plus, innovative content and programming distribution programs.

Dustin Longstreth
Director-Strategy, Wallace Church, Inc.

“Visual Positioning”: The Key to Integrated Branding

Dustin Longstreth, as Director of Strategy, is involved in all aspects of brand strategy and business development efforts at Wallace Church. Prior to joining the company, Dustin was a marketing manager at Time Inc. (Media Sales & Marketing) and AOL Time Warner (Global Marketing Solutions), working to create and execute a series of integrated, multimedia marketing programs for clients including Philips Electronics, Starbucks, NYSE, and Ford. His primary focus today is ensuring that his clients’ business objectives are understood and that the proper brand strategies are in place in order to meet those objectives.

This fast-paced, visually-involving talk will use real world case histories to detail exactly how some of the world’s most successful brands develop what Wallace Church calls a “Visual Brand Essence”™ and how this tool is used to synthesize all brand messaging. You’ll come away understanding the step-by step, actionable, and proven methodology used by Gillette, Kraft, Kodak, P&G, Nestle, Miller Brewing and dozens of the most successful global marketing teams.

Jim Sterne
President, Target Marketing

Measuring Website Success

Jim Sterne as President of Target Marketing, acts as a consultant to Fortune 500 companies and Internet entrepreneurs. Jim focuses his twenty years in sales and marketing on measuring the value of a Web site as a medium for creating and strengthening customer relationships.

In this presentation marketers will learn how to measure customer service through the internet and learn how web analytics can aid in measuring how your company is perceived online as well as off line.

Daryl Travis
CEO, Brandtrust
Author, “Emotional Branding: How Successful Brands Gain the Irrational Edge”

Understanding Consumers: A Short Course in Brain Surgery

Daryl Travis, author of “Emotional Branding: How Successful Brands Gain the Irrational Edge” is a branding consultant with more than 20 years experience building and revitalizing brands for Fortune 500 corporations, non-profit associations and academic institutions. Among others, Mr. Travis helped get FedEx off to a flying start and led the revival of Nipper, the RCA dog, as a brand icon. He also was instrumental in the highly successful Monogram and Profile brands of GE appliances and leveraged "Second-Hand Smoke" as a brand on behalf of the Centers of Disease Control and Prevention. He serves as chief executive officer for Brandtrust, a top branding consultancy in Chicago.

Mr. Travis will offer attendees a short course in “brain surgery.” Using a highly interactive, case history approach, Mr. Travis will help attendees understand new ways to interpret and more importantly, influence consumer behavior.


Midwest Sales
Trent Brown, President
1303 South Swaner Road, Suite B
Salt Lake City, UT 84104
Phone: 1-800-469-4399
Email: [email protected]
Web site:

Public Relations Society of America (PRSA)
Dave Smith
1706 S Major St
Salt Lake City, UT 84115
Phone: 801.498.4800
Fax: 801.487.0707

American Society for Training & Development (ASTD)
Robin Adair
PO Box 271491
Salt Lake City, UT 84127-1491
Phone: 801.288.4135

Utah Advertising Federation (UAF)
Deann Budge
Executive Director
230 West 200 South, Suite 2102
Phone: 801.355.9001
Fax: 801.355.9021
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