CincyBrand 2024
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Program Descriptions:
Safeguarding Brand Reputation: Brand Equity in Times of Crisis
Join us for an engaging panel discussion on the critical aspects of branding and public relations that shape and protect an organization’s reputation. Our expert panelists will delve into the fundamental concepts of brand identity, brand equity, and crisis management, sharing principles to successfully navigate public relations crises.
- Brand Identity: A strong brand identity tells consumers what the brand is all about and serves as the foundation for effective branding and public relations. Our panelists will explore the process of developing and defining a brand identity. They will discuss the importance of consistency in brand messaging and overall brand experience, highlighting how brand identity influences consumer perceptions and builds long-term brand loyalty.
- Brand Equity: Brand equity represents the value and worth of a brand in the eyes of consumers. During this panel, our experts will discuss the importance of brand equity and how to safeguard that equity and maintain consumer trust during public relations crises.
- Crisis Management: Crisis situations can significantly impact a brand’s reputation and public perception. Our panelists will share insights into crisis management strategies and techniques employed by organizations to effectively handle and mitigate reputational risks. They will discuss proactive measures such as crisis preparedness, stakeholder communication, and crisis response plans.
Whether you are a marketing professional, business owner, or simply interested in understanding the intricacies of branding and public relations, this panel discussion will provide you with valuable insights and actionable strategies for developing a strong brand identity, building brand equity, and effectively managing crises.
Name, Image, Likeness
This panel presentation will provide an overview of collegiate name, image, and likeness (NIL) regulations, on the state level and particularly in Ohio, and of the possibility of federal legislation on this topic. The panel will offer perspectives from the point of view of collegiate athletic departments and possible developments and implications for student-athletes such as protection for their names, images and likenesses, and their brands.
Hometown Brands
The panel presentation will provide an overview of branding and marketing strategies with a particular focus on Cincinnati restaurants. The panel of presenters will offer perspectives from the point of view of restaurants that were founded in Cincinnati and have become Cincinnati staples. The panelists will discuss the challenges the brands have faced, including legal challenges, how their approach to business has changed over the years due to their market and competing with other brands, and how they approach co-branding.
FTC Endorsements
The Federal Trade Commission (FTC) has an active consumer protection agenda that includes broad rulemaking and aggressive law enforcement. Daniel Kaufman, former Acting Director of the FTC’s Bureau of Consumer Protection and current Partner at BakerHostetler, will discuss the FTC’s consumer protection priorities, including its focus on the use of endorsements and influencers, the newly finalized rule on reviews and testimonials, online dark patterns, how data is used for advertising, the regulation of Artificial Intelligence and other areas of high concern to the legal community.
Athlete Branding and the Business of Talent Marketing
Drawing on his experience working with Ohio natives Travis Kelce and Denzel Ward and other athletes, entertainers, and broadcast personalities which include two Hall of Fame quarterbacks, a Super Bowl MVP, a Pro Bowl wide receiver, and an American League MVP in baseball, Brian Mattoni, Senior Vice President of Marketing at A&A Management Group, will discuss various aspects of athlete branding and talent marketing, including identifying the right brands for their athletes to work with, evaluation of deals and opportunities, and storytelling, negotiating and relationship building with brands. Brian will discuss the various elements of an athlete endorsement, including exclusivity, fee structure, and red flags, as well as non-traditional partnerships including equity and ownership in a brand.
Fireside Chat with the Brennamans
There are few personal brands better known in Cincinnati than the Brennamans. Legendary Hall of Fame Reds radio announcer Marty Brennaman was the “Voice of the Reds” for 46 seasons. His wife, Amanda Brennaman, also possesses an impressive resume in the branding field, last serving as Director of Field Marketing for the famous MAKER’S MARK® brand of Kentucky bourbon. Together they continue to lend their voices and likenesses to the promotion of numerous local and national brands across various media. Marty and Amanda will join us for a Fireside Chat to discuss their journeys with promoting brands across many industries, and in maintaining the Brennaman brand.
Artificial Intelligence
Jesse Jenike-Godshalk will moderate a panel of three attorneys, Claire Xu, Angela Kalsi, and Nicole Cloyd. The group will address the pitfalls that companies can encounter when they carelessly use generative AI for branding and marketing, including legal liability for making false or defamatory statements, public disclosure of confidential or sensitive information, damage to the reputations the companies have built up in their brands, and infringement of trademarks and copyrights belonging to others. The group will also address how attorneys can help companies can avoid these pitfalls by providing legal advice on, and crafting policies that govern, the responsible use of generative AI.
