The ANA Brand Masters Conference is going on now in Hollywood, Florida. We thought we were excited for it to start, but we never expected it to be this much fun: robots, tequila and a splash of marketing. Here are a few of our favorite parts.
Watson got a new robot body
You know it’s a good time when Watson shows up. Jon Iwata of IBM brought along everyone’s favorite AI. Watson was channeled through Softbank’s (kinda adorable) little robot. Watson’s message? Marketing is getting smarter.
@coastw speaking with #Softbank‘s robot using #Watson at #anabrand. Fascinating future. #IBM pic.twitter.com/dpKgEi0y57
— Brian Martin (@BrianMartin2020) February 4, 2016
Procter & Gamble leads #LikeAGirl
At last year’s Super Bowl, when Procter & Gamble brought “the feels” with their #LikeAGirl spot? Marketers are still talking about it, and the buzz isn’t dying down anytime soon.
Anyone else getting choked up at the @ProcterGamble presentation by Amanda Hill? #anabrand #likeagirl #marketing pic.twitter.com/hhJ1HUqCdQ
— Sarah Matista (@SarahMatista) February 4, 2016
And it’s not just marketers. Consumers still love the campaign, which is why we’re glad P&G was kind enough to take us behind the scenes of the campaign’s planning process. They’re plan: don’t create a campaign, create a rallying cry.
Marketing disruption extends to the whole company
.@JerriDeVard‘s takeaways from today’s @ADT presentation. #ANABrand pic.twitter.com/N4UjbwGWCW
— ANAmarketers (@ANAmarketers) February 4, 2016
Jerri DeVard, CMO at ADT, brought his A-game today. He shared how the company integrates its marketing at every step and in every department. He hit these 4 big tips:
- Create and live your disruptive vision.
- Never stop listening to your customer.
- Earn the support of your team.
- Have the courage to look at things differently.
Patron tequila still has something to prove
Starting our day with Patron Tequila #anabrand
— Natalie Silva (@silvanatalie) February 5, 2016
Starting my day with @Patron Tequila! #ANABrand
— Crystal Albanese (@cjarvie23) February 5, 2016
It’s not even 9 and the marketers are starting with Patrón Tequila at the #ANABrand conference.
— Ben Kunz (@benkunz) February 5, 2016
Coffee was so yesterday. Today I’m starting the day with Patron Tequila! #ANABrand
— Kerry Lyons (@LyonsDenMom) February 5, 2016
Lee Applbaum of Patron Spirits talking tequila at 8:30 a.m. Where’s Roger Sterling when you need him?
Lee’s main message was one of authenticity. And, just like tequila at 8:30, the stats he tossed out might be a shock to your system:
#ANABrand in 25 years @Patron has never paid for an endorsement or asked for a tweet — it’s all organic —@leeapplbaum
— telisayancy (@telisayancy) February 5, 2016
At first glance, this seems crazy. Why in the world not? But Lee explained: paid media can spread a brand, but not reinforce authenticity. Great point about how sometimes the medium can speak just as loud as the message.
#ANABrand @Patron is seen as a large company–truth: 130 people run and manage this global brand w/70% share–#swagger
— telisayancy (@telisayancy) February 5, 2016
How great is this? If Patron can reach 70% market share with 130 people, you can do anything. #swagger
The view is as beautiful as you’d expect
Gearing up to share great insight at the #ANABrand conference. will be tough to stay focused! pic.twitter.com/h98mHdTFRq
— Victor Paredes (@paredes6699) February 4, 2016
Hollywood, Florida, ladies and gentlemen.
