News Brands Taking a Stand!

Increasingly, brands are using their power to create change in the world, often via environmental, social, or political activism. How and when can this be effective for the business and the cause? Can you improve both the world and your bottom line? And what are the risks? A question and answer session will follow the presentation which will run for one hour on Tuesday, May 23rd at 11:30am in the Pinnacle Ballroom at Topnotch Resort.

Meet the presenters and get familiar with their story:

Jessica Jacobi, Senior Digital Marketing Manager at Aspen Skiing Company, discusses how Aspen Snowmass takes a stand with its upcoming 2017-2018 national campaign #TheAspenWay. She also discusses how the company remains dedicated to its core principles: tolerance, open-mindedness, environmental sustainability, and civility. Read more about Jess here.

Regan Betts is Director of Brand at Ibex Outdoor Clothing. Her focus is on differentiating Ibex in the marketplace through an integrated approach of brand story promotion. When a number of businesses made a political statement on Utah’s land use policies by boycotting the Salt Lake City-based Outdoor Retailer Show, Ibex opted to take a different stand by deciding to stay and adding their voice to the collective. Regan will speak of this position at this General Session.

Mike Hayes is Senior Global Digital Marketing Manager at Ben & Jerry’s. In his role, Mike leads global digital marketing and e-commerce for both the packaged and retail business. Mike leads the strategy, development and execution of digital campaigns and has played a significant strategic role in building successful campaigns that have led to growth for Ben & Jerry’s while creating positive change in the world. Mike brings perspective and experience from a company that, some may argue, has changed the way brands market themselves.

MJ Legault, principal at Whistler/Montreal’s Origin Design + Communications, addresses the latest branding trends and explores key opportunities for companies to be transparent, tolerant, and aspirational in their response to the key events that are changing our world. MJ will also hold a marketing breakout session, “What happens when our marketing content stops working?” Stay tuned for the exact timing of this session.

Lisa Gosselin Lynn will facilitate this session. Lisa is the Editor and Co-publisher of Vermont Ski + Ride, and of Vermont Sports, and presently serves as vice president of the parent company, Addison Press. Before joining Addison Press, Lisa served as the Commissioner of Economic Development for the state of Vermont and has been Editor-in-Chief of EatingWell, Audubon, and Bicycling magazines.

For more session descriptions, visit the news page.