SPECIAL SERIES PART 2 OF 4: BRAND TRANSFORMATION

Promax|BDA speakers discuss the evolving world of brands in entertainment and beyond

As consumer brands and entertainment become increasingly connected, more and more network execs are re-imagining their own brands. In part two of our four-part series from the Promax|BDA Conference, marketing leaders from ESPN, Oxygen, IFC, BET and Spark discuss brand transformation with The Brand Show Host and Two West CEO Ethan Whitehill.

What does it take to transform a network? How has network branding changed in the last decade? Why must brands constantly evolve to keep up with audiences? And where do consumer brands fit into the plan? Listen as our guests Rick Paiva, David Saphirstein, Jason Klarman, Kent Rees, Kendrick Reid and Elaine Cantwell weigh in on these topics and more in this series on "Brand Transformation."

To listen to all of our interviews from Promax|BDA, visit The Brand Show @ Promax|BDA.

Then, join the discussion with our LinkedIn group and share your thoughts on the changing dynamics in entertainment, advertising and branding.

SportsCenter evolution spans decades ESPN’s Rick Paiva (VP of Creative Services) and David Saphirstein (Creative Director) reflect on the evolution of SportsCenter as it has grown and changed during the last 30 years. Listen in to learn how the network faced the challenges of HD and how they plan to continue transforming SportsCenter in the future. (9:06) Rick Paiva full bio David Saphirstein full bio

Oxygen's brand evolution brings relevance back to its audience Jason Klarman, GM of Oxygen Media, recaps the session he led covering the importance of brand as it relates to TV media. Klarman stresses the importance of a network as a living, breathing entity that must change in the same way viewers alter their personal styles. (12:10) Jason Klarman full bio

The transforming indie film industry presents new opportunities for IFC In his first year on the board of Promax|BDA, Kent Rees, SVP of Marketing for IFC, offers insights from his panel: Upfront 2.0. Rees discusses how the independent film audience has changed, why advertisers should embrace "indienomics," and what we can expect from networks in the future. (9:44)

BET explores the meaning of "Brand" Kendrick Reid, SVP and Executive Creative Director of Brand Strategy for BET Networks, sat down with Two West CEO Ethan Whitehill to discuss Reid's conference experience. Reid recaps his takeaways from a session on network branding and highlights the utter importance of mentorship throughout the industry. (7:50) Kendrick Reid full bio

The Spark that lead to Ion Television Rebrand Elaine Cantwell, Elaine Cantwell, owner and creative director of Spark, explains the process behind her company's recent re-brand of Ion Television. She also shares what she observed as a conference attendee. (7:53)

SPECIAL SERIES: Promax|BDA speakers join The Brand Show

Part 1 of 4: "Change and Innovation"

The recent 54th annual Promax|BDA conference in New York featured three days of dialogue, debate and discussion on some of the hottest topics in entertainment marketing. The Brand Show host and Two West CEO Ethan Whitehill spoke with international marketing and innovation experts on a wide range of issues impacting the industry.
Tune in to part one of our four-part series as Joe Earley, Tom Kelley, Richard Loomis and John Young discuss change and innovation in entertainment. Listen as the experts talk about growth in the industry as well as their strategies to address the uncertain economy.
To listen to all the interviews visit The Brand Show @ Promax|BDA.
Join the discussion with our LinkedIn group.

Fox Broadcasting looks to the future

Focusing on where Fox Broadcasting is today as well as the road ahead, EVP of Marketing and Communications Joe Earley chats with Two West CEO Ethan Whitehill. Earley hones in on the importance of marketing to the future of entertainment as broadcasting shifts toward unknown territories.

(10:38)
Joe Earley full bio

Ten Faces of Innovation: Building the IDEO culture

Tom Kelley, GM of IDEO, discusses how marketers must understand the Red Queen Effect to out-innovate the competition. He also sheds light on how companies can use roles including “anthropologist,” “experimenter” and “cross-pollinator” to reinforce learning with an organization.

(9:43)
Tom Kelley full bio

Disney delivers to hungry viewers

Richard Loomis, SVP of Marketing and Creative for Disney Channels, reflects on viewership trends as the economy changes. He also discusses Disney Channels’ constant mindfulness of industry transformation and the determination to keep things fresh.


(8:46)
Richard Loomis full bio

New opportunities in content distribution

John Young, VP of Marketing for Comcast Interactive Media, discusses the role of social media marketing and its impact on old media platforms and beyond. With an optimistic outlook, Young relates the opportunity social media marketing represents and the benefits it delivers to consumers and marketers.

(7:22)
John Young full bio

Leading the new economy of marketing and design

Promax|BDA 2009 brings the brightest minds in entertainment marketing together for three days of dialogue, debate and discussion

Jonathan Block-Verk, became the President of Promax|BDA in early 2008.

From June 16 to 18 the New York Hilton will be invaded by some of the most innovative, forward-thinking visionaries leading the entertainment marketing revolution. Jonathan Block-Verk, President of Promax|BDA, joins The Brand Show to discuss this year’s annual conference and the impressive line-up of guest speakers, including the Lifetime Achievement Award recipient, Robert Redford.

Conference attendees can expect to hear insights from experts in the entertainment industry and beyond, including Jim Margolis, GMMB and Chief Media Strategist for the Barack Obama campaign; John Miller, CMO NBC Universal Television Group; Tom Kelley, General Manager IDEO; and Randi Zuckerberg, Marketing Director Facebook among others. For a full list of sessions and speakers visit Promax|BDA Sessions Overview.

If you are interested in attending the conference, it’s not too late. You can register at the New York Hilton June 16 to 18 or online at Promax|BDA Registration.

Can’t make the trip? Worry not! After the conference, The Brand Show will give listeners full access to interviews with conference speakers, panelists and attendees hosted by Ethan Whitehill, CEO of Two West.

For more information on Promax|BDA visit www.promaxbda.org.

After checking out the coverage at The Brand Show, join us on LinkedIn and share your thoughts: What do you look for when considering a conference? What are the most valuable conferences you have attended and how have they influenced your business strategies?

SPECIAL SERIES: The Brand Show @ The Produced By Conference 2009

Entertainment Industry Heavy Hitters Weigh In: How technology, content distribution and branded entertainment are changing the future of marketing.

Tim Gibbons, Executive Producer of Curb Your Enthusiasm, discusses what branded entertainment means with host Ethan Whitehill, CEO of Two West.

On June 6 and 7, The Brand Show participated in the first-annual Produced By Conference 2009, an unprecedented gathering of the entertainment industry’s top producers and emerging talent. Created by the Producers Guild of America, the conference exceeded expectations with a full schedule of A-list speakers and panelists who offered advice, insights and predictions to a sold-out audience.

During the event, Ethan Whitehill, host of The Brand Show and CEO of Two West, had the unique opportunity to interview the brightest minds in entertainment about the changing industry and the growing connection between storytelling and branding.

For pictures and bios of our guests visit – The Brand Show @ Produced By Conference

Marshall Herskovitz - Producers Guild of America, President (7:56)
Full bio for Marshall Herskovitz

Gale Anne Hurd - Valhalla Motion Pictures, Produced By Conference, Chair Member (4:42)
Full bio for Gale Anne Hurd

Mark Gordon - Mark Gordon Productions (12:18)
Full bio for Mark Gordon

Ralph Winter - 90,000 Feet, Founder (12:33)
Full bio for Ralph Winter

Tim Gibbons - Curb Your Enthusiasm, Executive Producer (12:30)
Full bio for Tim Gibbons

Jeff Gomez - Starlight Runner Entertainment, President and CEO (13:55)
Full bio for Jeff Gomez

Ira Deutchman - Emerging Pictures, President and CEO (5:43)
Full bio for Ira Deutchman

Ted Mundorff - Landmark Theatres, CEO (8:39)
Full bio for Ted Mundorff

John Heinsen - Producers Guild of America New Media Council, Co-Chair (13:18)
Full bio for John Heinsen

Stuart Levy - TOKYOPOP, CEO and Chief Creative Officer (21:45)

Daniel Tibbets - GOTV, Executive Vice President and Studio Chief (9:36)

Diane Ladd - Exxcell Entertainment, Producer, Director, Actress (11:34)

Steven Taylor - Rock Entertainment, Vice President of Innovation (21:37)

Eisuke Tsuyuzaki - Panasonic, Vice President Corporate Development (6:07)

Nick Smerigan and Jeremy Hariton - Albuquerque Studios, Chief Operating Officer and Senior Vice President (9:58)

After listening, join us on LinkedIn and share your thoughts on the future of branded entertainment and how Hollywood and consumer brands can work together to build world-class brands.

Go ahead, make my brand: what marketers could learn from storytellers like Clint Eastwood

Vance Van Petten is the Executive Director of the Producers Guild of America.

This week The Brand Show welcomes Vance Van Petten, Executive Director of the Producers Guild of America, an organization dedicated to representing producers in motion picture, television and new media around the world. Since assuming his role in 2000, Van Petten has grown the organization’s membership ten-fold to over 3,500 members including James Cameron, Ron Howard and other household names. Van Petten attributes the successful membership expansion to effectively telling the PGA story to audiences around the world.

Van Petten can also be credited with founding the Produced By Conference. The first annual conference takes place June 5-7 in Los Angeles, CA and is expected to draw an impressive list of critically acclaimed entertainment gurus.

This week our Two West hosts Ethan Whitehill, CEO and Lou Thurmon, Senior Vice President of Human Potential, speak with Mr. Van Petten about his views on the future of branded entertainment, and how innovative giants like Pixar and Marvel are doing it right. Van Petten offers advice on how to further develop brands and how to become master storyteller.

How have branded entertainment programs like The Biggest Loser or Project Runway influenced your purchase decisions?

Join us on the Brand Show LinkedIn group to give us your opinion.

Creating a Legion of Superfans.

At the end of the day, our job is to make people fanatics of our brand, and have them share their love with friends, family and the rest of the world. Well, we found one guy who has some pretty interesting experience in turning people into "superfans." And he offers some tips of the trade that could help any brand convert loyal customers into flag-waving, face-painting, raving fans.

This week we talk to Cameron Hughes, about how to transform consumers into cheerleaders and champions. Cameron’s made a name for himself traveling around the world working as a superfan for major sport teams. Taking time out from his ongoing crusade for team spirit, he discusses with us what he’s learned along the way about creating fans for a brand and creating a brand for himself.

Check out the video below to see Cameron in action.



And once you’ve heard the show, stop by our LinkedIn Group where you can offer your thoughts about creating superfans.

Eat or be Eaten: Will Your Brand Survive the Next Decade?

Adam Morgan, author of the recently released second edition of “Eating the Big Fish,” joins The Brand Show to address how Dyson made vacuums sexy, Vitamin Water changed the definition of water and what your brand can do to outlast the competition. With the original release of “Eating the Big Fish” in 1999, Morgan provides insight into ten years of brand evolution and what it will take for brands to thrive in today's world where consumers speak louder than ever before.

How will your brand to evolve from “challenger” to “category leader?” Morgan and the Two West crew aim to answer just that by exploring how brands like Absolut and Oakley tipped from challenger to leader in 10 short years.
Join The Brand Show as we explore questions every transforming brand seeks to answer:
1) How can a brand sustain growth over the next decade?
3) In this changing market environment, what is the new road map to marketing success?
4) How can challenger and leader brands proactively address the growing voice of the consumer?

After the show, join our LinkedIn Group for more talk about “challenger brands.” What challenger brands do you think have elevated to category leaders in the last decade? What one-time leaders now struggle to hold their thrown? And, what challengers are poised to usurp their position?