Brand and Reputation: Friends, Foes or Lovers?

DATE

  • 30
  • 10
  • 12

30 October 2012

TIME

09:45 AM

SPONSOR

"Brand"—what you say about yourself—was the domain of marketers; CMOs defined their careers by defining their brands. A strong brand was inherently linked to strong sales. On the other hand, “Reputation”—what others say about you—was the territory of communicators. While desirable, a good reputation was rarely seen to have intrinsic financial value. The two flirted, but didn’t necessarily see eye to eye. But social media have fundamentally changed this relationship. If the two are aligned—intimately connected—a brand has a better chance to thrive. If the two are at odds, a brand’s appeal and credibility are at risk. This panel explores the barriers that have kept marketers and communicators from working together and seeks to move beyond mere attraction to truly connect brand and reputation.

MODERATOR

Name:Dave Senay

Company:Fleishman-Hillard

Position:President and Chief Executive Officer

During his 30-year career in public relations, Dave Senay has worked across multiple communications practices throughout several regions of the world, and been a driving force in the growth and development of the world’s leading communications firm. Senay, 56, joined Fleishman-Hillard’s St. Louis headquarters staff in 1984 as an account executive focused on consumer marketing. In the...

SPEAKERS

Name:Robert Fronk

Company:Harris Interactive

Position:SVP, reputation practice leader

Robert has over 25 years of experience on both the client and consulting side in building results-focused reputation and communication strategies. At Harris Interactive, he assists clients in planning, developing, and implementing brand and reputation measurement and management efforts that are linked to critical business objectives. In providing leadership to the Strategy Practice at Harris, Rob...

Name:Bill Power

Company:Fleishman-Hillard International Communications

Position:Head of strategic integration

Bill Power is senior partner and co-managing director of strategic integration for Fleishman-Hillard.  In this position, he is responsible for delivering big idea strategies that engage audiences across all relevant channels under a unifying creative theme. In addition to expanding the range of creative solutions for existing clients across North America, Mr. Power has helped attract new inte...

Name:Dave Roman

Company:Lenovo

Position:Senior vp and chief marketing officer

David Roman is senior vice president and chief marketing officer at Lenovo, responsible for driving all marketing activities for the global personal computer maker. Prior to joining Lenovo, David was vice president of worldwide marketing communications for Hewlett-Packard's Personal Systems Group, responsible for driving advertising, media relations and marketing services. He was responsible for ...