Brand Management: Rocket Fuel for Content Management



Content marketing is a powerful branding tool when properly executed all the way through
to conversion. The key is to base the content on the brand promise and address the brand drivers with each audience. When brand managers have
a seat at the table with content marketers brand relevancy grows exponentially.We will talk to some of the sharpest content marketers and brand managers to learn
how they combine the best of both worlds to engage customers. They’ll share
best practices, challenges and who they look to for inspiration.


  • The powerful impact that content marketing has on brand strength
  • Common ways that content marketers stray from the brand
  • What brand managers can do to provide value to content marketing efforts
  • The importance of addressing customer informational pain points
  • How brand research helps align content with buyer’s personas



The event will start with a case study presentation showing how several well-known companies effectively aligned their content management with their brand strategy.

BobO'brien_screen_wpBob O’Brien, Assoc. Director, Verbal Identity
Interbrand New York

Bob manages positioning, messaging, naming—anywhere a brand
communicates with words.


JRedman_screen_wpJonathan Redman, Senior Director, Client Services
Interbrand New York

Jonathan ensures that all the best thinking and resources are dedicated to the client
agency relationships at Interbrand.



Bob Kennedy, Moderator

Bob has been driving brand and marketing efforts in Silicon Valley for
over 20 years with AMD, Cadence, McAfee and others. He has moderated
and taken part in several brand forum panels in the past.



Sanders Arts, Panelist

Sander Arts is Vice President of Marketing at Atmel. Mr. Arts brings nearly 15 years of marketing and communications experience in the semiconductor industry. Prior to Atmel, he was Vice President of Marketing and Communications at NXP Semiconductors (formerly Philips Semiconductors).

Mr. Arts managed the global internal and external communications programs at Philips Semiconductors prior to the NXP spin-out in 2006.



Karl Isaac, Panelist

Karl Isaac oversees Adobe’s brand strategy and innovation group, managing Adobe’s corporate, product, solution, and hardware brands as well as environmental and acquisition branding. During his career, he has led branding and marketing for some of the world’s most recognized brands and has worked in client and agency-side roles at Microsoft, Apple, Razorfish, and Landor.



 Margot Merrill Fernandez, Panelist

Chief Margot manages content strategy at Facebook, making Facebook easier to use, so more people can connect and share valuable and inspiring information.
Before joining Facebook she was the director of brand and content strategy at Hot Studio. Margot also was a producer in the graphic design group at Apple and was a senior producer and account manager at Frog Design.

BobO'brien_screen_wp Bob O’brien, Panelist

Bob has over 20 years in the advertising, marketing, and branding world,
beginning as a copywriter at Comedy Central in television. After time at Jordan
McGrath Case & Partners, he wrote for his own agency, then for JWT and on
the corporate side at Bloomberg L.P. Bob joined Interbrand in 2013, and
has worked on AT&T, CoStar, Schneider Electric, Bang & Olufsen
and other world-changing brands.




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