#reframethebrand

It's hard to believe it's been more than a week since the 2nd Annual Total Market Summit & Awards Event.  Many thanks again to our partners Contently, MetLife, PepsiCo, Kimberly-Clark, Prudential, Ogilvy, FCB, Cynopsis Media, PRNewswire and Savoy Magazine.  The feedback and follow-up has been overwhelming. 

The team is documenting the summit and making notes on how to improve the member experience heading into the back half of the year.  If you did not attend the event, you can view the program at the following Program Link.  

Over the next couple of weeks we will post updates from REFRAME:  The Summit as well as announce the new platform and tools.  Below is a summary of the event and the activities from such a wonderful event:

REFRAME:  The Summit Moderator TJ Holmes kicks off the day and provides perspective on the content and panelist.

William J. Wheeler -President of the Americas - MetLife (Partner & Host) provides the welcome address and purpose

Jeffrey L. Bowman -The CCMCA and REFRAME: (tm),  shares the State of the Industry and Keynote Address

Victor Parada - REFRAME:  The Association, Membership Chair, recaps 2013 and shares 2014 membership priorities

Joe Coleman - Contently, announce the REFRAME: The Publication and Contently partnership

Pamela Roach - Breakthrough Marketing Technology (moderator); Ashish Midha - Deloitte (panelist) and Courtney Jones - Nielsen (panelist) share their perspectives about helping brands crystalize The Market Opportunity

Cynthia Augustine - FCB (panelist), Laurel O'Brien - Prudential (moderator) and Miriam Muley - The 85% Niche (panelist) electrified the audience with a discussion about Organization Design and Talent for a Total Market Enterprise organization

Barbara Lippert - Media Post (moderator), Keith Clinkscale - Revolt Media (panelist) and Spencer Balm - VICE (panelist) discuss one of the hottest topics in the industry, Experience and Engagement for the Total Market

Stuart Elliot - The New York Times (moderator), Lewis Goldman - MetLife (panelist) and Heidi Arthur - The Ad Council (panelist) presented and discussed Total Market marketing and advertising case studies

Andy Hasselwander - Latinum Network (panelist), Ola Mobolade - Firefly Millward Brown (panelist), Julie Halpin Anderson - The ARF (moderator) and Jeff Yang - The Futures Company (panelist) gave the audience a glimpse of Total Market Key Trends and What's Next

Toby Thompkins - Tides Foundation (moderator), Ben Maulbeck - LGBT Funders (panelist) and Samantha Papadakis - Populist (panelist) bring insight and out of category case studies demonstrating how to impact underserved audiences with the REFRAME:  Foundations + Non-Profits discussion

Ola Mobolade - Managing Director - Firefly Millward Brown kicked off the Inaugrual Total Market Industry Awards with a review of the Brand Cross-Cultural Index, Powered by BrandZ(tm) methodology.  Based on a survey results with consumers, brands were ranked across three categories (Banking, Quick Service Restaurants and Beverages - Beer) and scored based on how the brand appeals to the Total addressable market (White, Hispanic, Black and Asian)

Total Market Industry Awards and the Leslie Uku Total Market Enterprise Brand Change Agent Awards

Gabriela Mangieri Harper accepts the Total Market Industry Award - Quick Service Restaurant Category - Subway

Charles Riscauage accepts the Total Market Industry Award - Banking Category - Chase

TJ Holmes accepts the Total Market Industry Award - Beverage (Beer) Category - Heinieken USA

Amelia Nicholas provides the background on Leslie Uku's contributions to the formation of the Association and why we named the Brand Change Agent award in her name.

PepsiCo named the Leslie Uku Brand Change Agent Award for driving Total Market Enterprise(tm) education and embedment within their organization.  Melissa Miranda, Cultural Strategy & Lifestyle Marketing accepts on behalf of PepsiCo.

Kimberly - Clark named the Leslie Uku Brand Change Agent Award for driving Total Market Enterprise(tm) education and embedment within their organization.  Lizette Williams, Multicultural Marketing Leader, North America accepts on behalf of Kimberly - Clark.

Vita Harris - FCB, Chief Strategy Officer facilitating a Summit "wash-up" asking for input and suggestions for the 2015 agenda.

THE END...for information or feedback, please do not hesitate to reach us at [email protected] .

While an intern @proctergamble during the Summer of 1997, I was given a number of books to read about brand building.  One book that set my mind on fire was Managing Brand Equity by David A. Aaker .  This taught me how to build and manage brands within large organizations.  I've read several of his books since then and his teachings gave me a rock solid foundation on building brands.  

 I recently reached out to a mentor "from afar" Mr. David Aaker.  His work inspired me and continues to every day while working with brand leaders.

About a week ago, Mr. Aaker sent me a copy of his latest book.  He wrote me a nice note about the work we are doing to help transform the industry and build relevant brands for the New Marketplace.  One of the principles of building strong brands begins within the organization.  Providing executive education about the Total Market and the benefits is the purpose for The Association .

We are three days from the www.reframethebrand.com 2nd Annual Total Market Summit and Awards event.  Our goal for the summit is to bring clarity to the industry as to what Total Market is and the implications for the industry vertical and enterprise organization.

The 2nd Annual Total Market Summit and Awards Event is a full day of learning for big business.  We will also introduce REFRAME:  THE BRAND powered by The CCMCA.  It is an on-line education platform for all things Total Market, Cross-Cultural and Total Market Enterprise(tm) for brand and business leaders.

Thank you @davidaaker for sharing your knowledge and the vote of confidence.  We look forward to a successful summit.  If you can not attend, follow us @reframethebrand 

All credit goes to our designer Gabby Valdespino on execution of the idea.  The visual message we wanted to deliver was the New Market mindset of change is infinite.  That’s why the need for a colon after the call to action.  This does not go away because of the macro shift.

Coming the Fall of 2014 are the following brand extensions:

REFRAME: THE PUBLICATION™ – we will tell Total Market, Cross-Cultural and Total Market Enterprise™ stories

 The CCCMA becomes REFRAME:  THE ASSOCIATION™ - just a simpler way of driving member engagement and activation.

REFRAME: THE LAB™ - the learning destination for enterprise organization and individuals to learn how to apply Total Market, Cross-Cultural and Total Market Enterprise principles.

REFRAME: EVENTS™ - Your destination for one – on-one and live Total Market events.