At the ANA Brand Masters Conference, key insights on transformation and innovation were shared, emphasizing the necessity for businesses to adapt in a rapidly changing market. Speakers highlighted the inevitability of change, the need for inspiration beyond one's industry, and the responsibility of brands to make a positive impact. Overall, the message conveyed is that continuous reinvention and proactive management of change are crucial for survival and relevance.

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DIE
CHANGECHANGE
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2. When Jerri DeVard, senior vice president and chief marketing officer
at ADT Corp., took the stage at the ANA Brand Masters Conference
in early February, she made one thing clear: transformation is not easy.
Her presentation was one of a number that touched on innovation and
the need to face change head-on.
Here are four insights from conference speakers on innovation and change.
2© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

3. 3© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
1. CHANGE IS A MATTER OF SURVIVAL
“You can’t stay still. We’re the only technology company that’s been around
for more than 100 years. We need to keep reinventing ourselves.”
— Jon Iwata, senior vice president of marketing and communications at IBM

4. TIP:
The market is changing, consumer behavior
is changing — businesses need to adapt
in order to maintain relevancy, or they
risk falling to the wayside.
4© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

5. 5© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
2. CHANGE REQUIRES SOMETHING NEW
“Look outside your industry for inspiration.”
— Telisa Yancy, vice president of marketing at American Family Insurance

6. 6© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
TIP:
In order to change a category, you need a
wider perspective than just your competitors.
Go outside your day-to-day world and use
what you learn to challenge the status quo.

7. 7© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
3. CHANGE HAPPENS WHETHER YOU WANT IT TO OR NOT
“Sometimes it can seem like things are going well — until they’re not.”
— Roger Baxter, vice president of global brand at SAP Marketing

8. 8© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
TIP:
It’s a cliché, sure, but change really is
inevitable. Brands need to be prepared to
address change and manage it proactively,
rather than being caught on their heels.
Keep the momentum going, don’t slow down.

9. 9© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
4. BRANDS CAN MAKE A DIFFERENCE
“As marketers, we can hold ourselves accountable to doing good.”
— Amanda Brinkman, chief brand and communications officer at Deluxe Corp.

10. 10© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
TIP:
Marketers have the capacity to make
a meaningful difference in people’s lives
by championing an issue or cause that’s
authentic to the brand. Change something
for the better.

11. 11© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
All content for this slideshare has been aggregated from presentations at the 2016 ANA Brand Masters Conference.
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