LIFESTYLE BRANDING
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• Lifestyle brands: from definition to attributes? • What do the customers want: lifestyle brands and customer needs
• Types of lifestyle brands • The limits and opportunities of extending a lifestyle brand • Demographical and psychological segmentation of lifestyle brands: to be or not to be • Brand Activation • How to go lifestyle and convert a brand to lifestyle brand • Usage of key attributes of premium brands • Do and Don'ts in conversions to lifestyle • How to create and grow a lifestyle brand in Ukraine • Managing the portfolio of lifestyle brands • Storytelling and mythology in brands life
• Criteria and categories to expand and extend your brand • Special research of successful and bad brand extensions |
| 9:00-9:55 |
Registration and Morning Coffee |
| 9:55-10:00 |
Conference Opening |
| 10:00-11:00 |
 Go Lifestyle. Ho to convert your brand to lifestyle brand. From definition to the process
Martyn Tipping President and Brand Strategy Director, TippingSprung (New York)
[ex Verbal Branding Director at Landor Associates (USA) and Interbrand (London, New York)]
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| 11:00-12:00 |
 The Tao of Lifestyle: Using luxury cues to turn brands into lifestyle brands.
Douglas Kaufman, Brand Strategy Director, Cocoon Branding (Czechia)
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| 12:00-13:00 |
 Story-Telling: stories on the services for businesses and brands
Ruslan Kovaliov, Senior Consultant of Naming Department, BrandAid (Ukraine)
Lilia Mamleeva, Managing Director of the Kiev Ofiice, BrandAid (Ukraine)
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| 13:00-14:00 |
Lunch |
| 14:00-15:00 |
 Culturally Sensitive Packaging Design. The case of Greece, Romania and Bulgaria
Lia Nikopoulou-Proedrou, Ph.D., Managing Director, Brandexcel (Greece)
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| 15:00-16:00 |
 Non-childish branding. Creating brands for teens
Andrey Rukavishnikov, Vice-President on Marketing, Euroset (Russia)
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| 16:00-17:00 |
 Brand and sustainability.
Melissa Davis, Managing Director, TruåBranding (UK)
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| 17:00-17:30 |
 Consumer segmentation according to lifestyle. Special research of values and motivation of ukrainian Consumers.
Tatiana Zheltomirskaya, Managing Director, Touchpoll Ukraine (Ukraine)
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| 17:30-18:00 |
Panel Discussion: Lifestyle brands in Ukraine
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| 18:00-19:30 |
Furchet |
2nd DAY PROGRAMM: April 11th, 2008
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FMCG Branding
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| 9:00-9:55 |
Registration and Morning refreshing coffee |
| 9:55-10:00 |
Conference Opening |
| 10:00-11:00 |
 Emotional branding in creating premium brand.
Alexander Chekmarev, Brand Director, Azbuka Vkusa (Russia)
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| 11:00-12:00 |
 Brand Revitalization. SvitOnline case-study*
Dmitry Dzhedzhula, Marketing Director, Golden Telecom (Ukraine)
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| 12:00-13:00 |
 "Unnecessary" research: how to make the research results usefeul to business
Tatiana Struk, Vice-Director on Marketing, United Confectionary(Russia)
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| 13:00-14:00 |
Lunch |
| 14:00-15:00 |
Packaging that comunicates: Creating an on-shelf icon.
Douglas Kaufman, Brand Strategy Director, Cocoon Branding (Czechia)
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| 15:00-16:00 |
 Developing a Private Label in Ukraine.
Dmitriy Tsygankov, Head of STM Department, Fozzy Group (Ukraine).
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| 16:00-16:15 |
Coffee-break |
| 16:15-17:15 |
 Integrated communications: Brand-Platform in Communications
Denis Silchenko, ex-Marketing Director, SV (Soyuz Viktan) (Ukraine)
now is the Director, Ptaha Event Marketing (Ukraine)
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| 17:15-18:15 |
 Celebrities Marketing: stars in brand campaigns. How to apply!
Vadim Kormilitsyn, Director, Brendy I Zvesdy [Brands and Starts] (Russia)
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Up  |
FINANCE Branding |
| 9:00-9:55 |
Registration and Morning refreshing coffee |
| 9:55-10:00 |
Conference Opening |
| 10:00-11:00 |
Can a bank go and grow lifestyle brand?
Martyn Tipping, President and Brand Strategy Director, TippingSprung (New York)
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| 11:00-12:00 |
 What makes MasterCard Priceless around the World?
Tony Castello, Intelligence and Planning, MasterCard Worldwide
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| 12:00-13:00 |
Branding for Financial Services and Emerging Markets
Lia Proedrou, Ph.D., Managin Director, Brandexcel (Greece)
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| 13:00-14:00 |
Lunch
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| 14:00-15:00 |
 Bank Reputation as Brand Value Asset.
Angela Pogogina, Head of Strategic Communications and Research, Reiffeisen Bank Aval (Ukraine)
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| 15:00-16:00 |
 Brand as a result of consumer’s loyalty. CRM on the service of strong brand
Andrey Bezgubenko, President, E-Consulting (Ukraine)
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| 16:00-16:15 |
Coffee-break
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| 16:15-17:15 |
 Leading marketing life while experiencing a brand change
Anna Slusarenko, Head of Marketing Department, JSC Ukrsotsbank- Member of UniCredit Group
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| 17:15-18:15 |
 Managing Umbrella Brand on Finance Services Market
Alex Garmash, Marketing Director, VAB Group (Ukraine)
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| 18:15-18:45 |
Chase Manhatten. What do you need to make bank's positioning effective.
Tatiana Zheltomirskaya, Managing Director, Touchpoll Ukraine (Ukraine)
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Up |
B2B Branding |
| 9:00-9:55 |
Registration and Morning Refreshing coffee |
| 10:00-13:00 |
 Workshop "New in Brand communications channels"
• Social networks • Blogs • Guerrilla marketing online • Viral marketing online •
• Vide & Audio Casting • Mobile marketing
Workshop leader & moderator:
Roman Havrysh, Managing Partner, Brainberry (Ukraine)
Clients: JEANS, VAB Bank, UMC/ÌÒÑ, JTI, Oriflame, Ecotel, KMBS, Ukrtelecom, Credit-Express
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| 13:00-13:30 |
Q&A: Measuring the efficiency
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| 13:30-14:00 |
Lunch
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| 14:00-17:00 |
 Workshop "B2B Branding"
• Naming • Brand Architectures • Branding Strategies • Brand Identity and Corporate Identity • Managing Consumers Touch points • Research
Workshop leader & moderator:
Khaled El Tohami, Managing Director, Cacoon Branding (Prague Ofiice)
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| 17:00-17:30 |
Q&A: Loyalty – programs and measurements
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Up |
Place & Entertainment Branding |
| 9:00-9:55 |
Registration and Morning Refreshing coffee |
| 10:00-13:00 |
Workshop BRAND@PLACE – "Geo marketing and branding"
• Researching the territories and consumers • Format definition • lifecycle of the brand territory management
Workshop leader & moderator:
Julia Masiyenko, vice Director on Research, InMind (Ukraine)
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| 13:00-13:30 |
Q&A: Launch and advertising campaigns. How loyalty programs work
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| 13:30-14:00 |
Lunch
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| 14:00-17:00 |
Workshop "Entertainment Branding"
• Segmentation • Managing expectations: what to promise and how to fulfil the promises • Existing archetypes • Consumer motivation • Key success factors • Reference groups • Trendsetters
Workshop leader & moderator:
Roman Fedotov, CEO, Igroprom (Russia)
Ashot Arutyunyan, Marketing Director, Detskiy Mir (Russia)
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| 17:00-17:30 |
special Research: Will players "live" online or How to attract the players to online casinos?
Nina Rokhmanyuk, Strategic Planning Director, Buro Marketingovykh Tekhnologiy (Ukraine)
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Up |
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FMCG Branding
