Date: Sep 20, 2023Time: 6:00 PM to 8:00 PM
Sep202023

POSPONED – Finding the How: Building Innovation and Sustainable Competitive Advantage (in-person)

Wed, 6:00 PM to 8:00 PM Knobbe Martens Law Firm
General PublicConsumer/Fashion

Description

How brands can find and leverage innovative ways to disrupt consumer behavior.

The program will be a live event, featuring two branding experts, Allen Adamson, who headed leading brand consultancy Landor for many years and Amy Fuller, former CMO of Accenture.

Their theme is that meaningful differences between one product and another, in almost every category, has been diminishing for years. As product differentiation matters less and less, where have marketers been looking for growth opportunities? What defines successful innovation and enables sustainable competitive advantage?

More and more marketers are finding success by “zooming out” and looking at innovative ways to disrupt the things we do every day – identifying how to make them easier or more convenient. Businesses that focus on experience disruption – initiatives prompting a significant shift in consumer behavior – have become the fastest-growing segment of the market. Why? When consumers discover that any one of their daily routines can be made significantly better, they opt in, in a very big way.

We work from home on Zoom, set up meetings with Calendly, stay in Airbnb’s when we travel, ride in Ubers, call up our favorite tunes on Spotify, click on DoorDash when too tired to make dinner, read with eyeglasses purchased online from Warby Parker, pamper our pets with help from Chewy, pay our bills on Venmo, and refresh our wardrobes with Stitchfix. Representing a spectrum of categories, the list of businesses becoming successful by seeing and seizing opportunities to transform how we do things, not what we buy, only continues to get longer. How these businesses do it – and how others can see and seize opportunities to experience disruption – will be the core of the discussion.

6:00 pm Check-In; Event from 6:30 pm to 8:00 pm
FOR SECURITY REASONS, NO WALK-INS ARE PERMITTED

Pre-registration is required and will close at Noon on Tuesday, September 19th, 2023.

Please note that no refunds will be issued.

Bios

Speaker

Allen Adamson

Co-Founder, Managing Partner of Metaforce

Allen Adamson is a noted industry expert in all disciplines of branding. He has worked with a broad spectrum of consumer and corporate businesses in industries ranging from packaged goods and technology, to health care and financial services, to hospitality and entertainment.

Allen’s newest book, _Seeing the How: Transforming What People Do, Not Buy, to Gain Market Advantage_, focuses on the consumer experience as a competitive advantage, and how this change in perspective has allowed companies to achieve dramatic growth and categorical leadership. The book’s driving idea was sparked by Allen’s recognition that experience transformation has been fast outpacing product transformation as a winning and sustainable marketing strategy.

Allen held senior management positions at iconic advertising firms, including Ogilvy & Mather and DMB&B, before arriving at Landor Associates, a full-spectrum brand consultancy dealing with brand development and the myriad factors that make one brand more successful than another. He eventually rose to the position of Chairman. Under his leadership, the company partnered with a variety of global brands, including Accenture, GE, Johnson & Johnson, FedEx, HBO, Marriott, MetLife, P&G, Sony, and Verizon. Additionally, he guided nonprofit organizations, including the 9/11 Memorial and Museum, the Central Park Conservancy, and the Council on Foreign Relations, among others. Allen has been an Adjunct Professor and frequent guest lecturer at New York University’s Stern School of Business, and at Cornell University’s Samuel Curtis Johnson Graduate School of Management.

Speaker

Amy Fuller

Board Director, Executive Advisor, Chief Marketing and Communications Officer, 2023 Inductee to the Marketing Hall of Fame

Amy has built the built the businesses and brands for some of the world’s best-known companies: Accenture, Kraft, AT&T, Verizon, Siemens, IBM, Deloitte, and MasterCard Worldwide, where she led the iconic and award-winning “Priceless” campaign. Throughout her career, including executive roles at Y&R, Dentsu, and Ogilvy & Mather, she encouraged high-performing teams, winning numerous awards for excellence and innovation.

When she joined Accenture, she was charged with transforming and modernizing its marketing. Under her leadership, the company experienced its largest-ever growth in the business and in brand value. She has a firm belief that creativity as a competitive advantage and put that to work at Accenture. She was named by Forbes as one of the World’s 50 Most Influential CMOs.

Amy recently retired from Accenture to focus on board and nonprofit work. She serves on the board of Encore Global, a high-growth company in the event space. Amy is also on the boards of HealthRight International board, a fast-growing global public health NGO, and international publisher Restless Books. She is a Fellow at LiveOn NY, a public policy and advocacy organization. Amy is a frequent keynote speaker at global marketing events, a guest lecturer in marketing and ethics at universities, and a brand consultant for nonprofits.

Moderator

Gary Kreissman

Founder – Group PRM

Gary Kreissman is a customer acquisition entrepreneur and marketing strategist. Gary’s track record of strategic development and rapid revenue generation has helped many clients in financial services, premium products, CPG and digital media. He co-founded, managed and sold Precision Prospects Inc., which became the leading source for highly qualified investor leads.

Gary currently heads Group PRM and is a partner in ROIJazz which provide customer acquisition solutions for leading FinTech and financial services marketers. He also serves on boards of Accident.com, Tempesta Media, Sam.ai, OSSA Collective and Lifewrite.

In his corporate career, Gary was SVP of Lipper Inc., the mutual fund information provider, where he managed the New York office, created a profitable online data feed business and was instrumental in the sale of Lipper to Reuters. Earlier, he was CEO of ActDirect, the first database-driven couponing company. Gary has also held senior positions at ValPak, Remy Martin and Ogilvy & Mather.

Gary is a columnist for MediaPost’s “Performance Insider” and frequent speaker and moderator, focused on performance marketing and customer acquisition. Gary has an MBA from Harvard Business School and a BA from the University of Michigan.

Date Time

Date: Sep 20, 2023Time: 6:00 PM to 8:00 PM

Location

Knobbe Martens Law Firm1155 6th Ave
24th Floor, New York NY
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Price

  • 40 / Alumni Non-Member
  • 20 / Member/Member Guest (limit one)
  • 50 / General Public
  • Free / Patron Members (please contact programming@hbscny.org)

Sponsors

Organizer

Gary Kreissman, MBA 1977

Knobbe Martens Law Firm

1155 6th Ave, 24th Floor, New York, NY, 10036