Program of Brand Management 2018

  • 08:15 – 09:00
    Registration, morning networking

  • 09:00 – 10:30
    Block A: POST-TRUTH ERA: CAUSES AND EFFECTS

    Marketing and Brand Management in the context of current social, media and market situation.


    Chair: Jan Patera, Consultant, Blue Events

    What can we trust in the current polarised and fragmented media ecosystem

    Jakub Macek, Head of the Chair of media studies and journalism, Masarykova Univerzita

    How to stand out within a great or bad content

    Dušan Šimonovič, Manager of the consulting department, Seznam.cz

    Brand safety at the times of conspiracies and hate on the Internet

    Šimon Pánek, Director and Co-Creator, Člověk v tísni

    Chaos as an opportunity for the brand

    Anežka Karásková, Art Director, Alza.cz

    Slight provocation: Will your brand survive 2030?

    Jaroslav Malina, Chief Digital Officer, McCann Prague

  • 10:30 – 11:00
    Coffee/Tea break, refreshment

  • 11:00 – 12:00
    Block B: THE POST TRUTH BUSINESS

    Chair: Jan Binar, CEO, McCann Prague and President, AKA

    KEY NOTE: How to Rebuild Brand Authenticity in a Distrusting World

    Brands are built on trust, but in a post-truth world, they’re faced with a serious challenge: so much of modern life is defined by mistrust. A shattering of the vital trust connection between brands and consumers, together with the evaporation of authenticity as a core brand pillar, is causing enormous problems for businesses on a global scale. If a brand isn’t seen as trustworthy, then when choice is available it will be rejected in favour of one that is. In his forthcoming book The Post-Truth Business, Sean provides a way forward for any organisation wishing to rebuild brand authenticity in a distrustful world. In his speech about The Post-Truth Business, Sean will explain how brands can strengthen consumer engagement by closing the ‘credibility gap’. He’ll discuss examples of inspiring people, brands and campaigns, each of them demonstrating a dynamic and positive way forward.

  • 12:00 – 13:15
    Blok C: TRUST IN BRANDS IN THE CZECH MARKET

    Managers of the major brands in different market segments share experience with how to build trust- here and now.

    How to care for a brand with nearly two hundred years value

    Monika Hovorková, Marketing Director, Česká spořitelna

    The brand without trust is just a commodity

    Petr Machoň, Marketing Director for the brand RAKO, Lasselsberger

    How to create a distinctive brand that does not restrain from its values

    Lucia Tarbajovská, Senior Brand Manager, Kofola

  • 13:15 – 14:15
    Business lunch and networking

  • Blok D: Parallel sections

  • 14:15 – 16:00
    Block D1: HOW TO DO IT? TRUST AS A STRATEGY

    Examples of brand strategies based on principles of authenticity and confidence restoration


    Chair: Tomáš Krásný, Managing Partner, Blue Events

    Brand perception through the eyes of a future customer

    Ondřej Žák, Associate Partner, Advisory / Performance Improvement, EY

    What is the leitmotiv of your brand?

    Milan Duda, Marketing Director, CZC.cz

    Martin Zdražil, Co-founder and Strategist, Brain One

    New York trends in local conditions

    Božena Hrušková, Marketing Director CZ/HU/SK, DPGP, L'Oréal Česká republika

    Trusted price as the core strategy

    Tomáš Formánek, Partner, Logio

    Milan Havlíček, Sales Director, Yieldigo

    Birth of the brand in a new social environment

    Martin Hošek, co-creator, Maappi

  • 14:15 – 16:00
    Block D2: HOW TO BE CREDIBLE IN INDIVIDUAL TOUCHPOINTS

    Speeches related to the individual partial aspects of the brand marketing and communication with an emphasis on consistency at all touchpoints with customers


    Chair: Rostislav Starý, Partner, Konektor Social

    Touchpoint / Influencers: How to use them credibly in communication

    Hana Vávrová, Team Lead Project Manager, The Hive

    Lukáš Hejlík, an actor and an influencer, the Gastromapa project author

    Touchpoint / YouTube: How to use YouTube for building intimate relationship with existing and future moms

    Lenka Vaněk, Marketing Director, Hamé

    Martin Peška, Head of Project Management & Digital Strategist, MarketUP

    Touchpoint / Point of sale: Brand in close vicinity

    Ivan Čopák, CEO, Retailtrek

    Touchpoint / Product: Build confidence with confidence

    Martin Šámal, Marketing Director, Vafo

    Touchpoint / Heart: Authenticity and CSR

    Vladimír Mikel, Managing Director, Rossmann

  • 16:00
    Afterparty and networking