Nov 2, 12:00 AM UTC 


Fall 2017 Board of Trustees Meeting: Marketing in the Crossfire


As political, social, and technological trends accelerate, firms have to be more nimble than ever. How can marketers—and brands—navigate the hazards and leverage the opportunities? Our Fall Trustees meeting will explore pressing issues and questions affecting marketing: What happens when brands take stands on social issues? How is globalization changing how people work and shop, and how companies go to market? How will consumer concerns about privacy evolve? How might the future of payments affect your business?

MSI’s semi-annual Board of Trustees meetings are a unique benefit of MSI membership. For many Trustees, these are “must-attend” events—a welcome opportunity to recharge, connect with marketing peers, and take in new ideas and marketing insights. Board of Trustees meetings are developed around broad themes that are relevant across industries and company roles. Trustees meetings are “sales free” events where top marketers and academic experts share their knowledge, experience, and insights, and attendees benefit from a rich learning and networking experience. As one Trustee said: “You always walk out with some big ideas.” Trustees meetings are open only to Trustees from MSI member companies or their designates. You must be logged in to register.

If you are attending as a Trustee’s representative, please send the name of person you are representing to

Add this event to your calendar

Agenda Description


View a PDF version of the agenda here

8:00 – 9:00 a.m. Registration & Networking Breakfast
9:00 – 9:30 Welcome and Introductions
Marni Zea Clippinger, President and CEO, Marketing Science Institute
Carl F. Mela, Duke University and Executive Director, Marketing Science Institute
Earl Taylor, Chief Marketing Officer, Marketing Science Institute
9:30 – 10:00 The Past, Present, and Future of Brands and Branding
Kevin Lane Keller, Dartmouth College
The one constant in marketing is change—especially in terms of the “push” of retail and channels and the “pull” of media and communications. Although the marketing world has always been changing, it has never been quite as dramatic as in recent years. Nevertheless, there are many lessons in how brands have navigated marketplace disruptions in the past. One enduring truth seems to be that those firms who keep up with – or even stay a step ahead of – consumers are the ones who transform markets and even themselves. In this session, Kevin Lane Keller will explore several case studies that reveal these and other principles of long-term brand growth and enduring marketing success.
10:00 – 10:30 Reinventing Business
Sunil Gupta, Harvard University
Digital technology continues to disrupt existing businesses. As new and nimble players like Uber and Airbnb emerge, many established firms are struggling to reinvent their businesses on the fly. Sunil Gupta will discuss how the rules of business are changing and how firms can successfully navigate the digital transition to strengthen their core and build for the future at the same time.
10:30 – 11:00 Break
11:00 – 11:30 Brand Success Through Coolness and Authenticity
Margaret C. Campbell, University of Colorado-Boulder
Consumers covet cool. Because of consumers’ desire for cool brands, many brands strive to become cool in consumers’ eyes. Meg Campbell will discuss how autonomy and authenticity influence coolness and how firms can draw upon each of these to build strong brands.
11:30 – 12:00 p.m. The Natural Consumer: What She Expects from Companies & Brands
JoAnne Murphy, Marketing Director, Colgate-Palmolive Company
Sometimes, the consumer connection to brands happens because of the way they live their lives. The Tom’s of Maine consumer exemplifies this. These consumers are on a journey to lead healthier, more natural lives- for themselves and their families. They tend to be much more involved in understanding not just the product or the brand, but the foundation of what the brand stands for and how the company’s decisions impact the environment, the community, and their consumers. JoAnne Murphy will explore how Tom’s of Maine continues to have an honest, open dialogue with consumers about what goes into the products, how Colgate-Palmolive plays a role in the company, and what choices are being made each day that have an impact on more than just what is in the shopping cart.
12:00 – 1:30 Lunch
1:30 – 2:00 Globalization
Robert Olsen, Global Marketing Director, DuPont Company
2:00 – 2:30 Global Brand Building in the Digital Age
Jan-Benedict Steenkamp, University of North Carolina
Two decades ago, building a global brand was a long and painstaking process. Today, a brand can become global at a keystroke. How is the digital sales channel reshaping how brands–established as well as new and local–leverage their global potential? Jan-Benedict Steenkamp will discuss the positive and negative implications, from penetration of hitherto unreachable regions and increased arbitrage to leveraging the long tail, targeting global microsegments, and need for speed.
2:30 – 2:45 Break
Please take this time for a short break and report to your Discussion Group by 2:45
2:45 – 4:15 Discussion Groups
4:15 – 4:30 Break
Please take this time for a short break and report to the Business Meeting by 4:30
4:30 – 5:15 Trustees Business Meeting and State of the Institute
5:15 – 6:00 MSI Orientation Session
For new Trustees, anyone new to MSI, and Trustees who want to learn more about how to help colleagues make the most of their MSI membership
6:00 – 7:00 Networking Reception
7:00 Dinner
8:00 – 9:00 a.m. Networking Breakfast
9:00 – 9:30 Opening Remarks
Marni Zea Clippinger, President and CEO, Marketing Science Institute
Carl F. Mela, Duke University and Executive Director, Marketing Science Institute
9:30 – 10:00 Marketing at a Privacy Crossroads
Jonathan Avila, Chief Privacy Officer, Walmart
New technologies permit marketers to direct personalized messages to individuals and/or small cohorts of recipients selected by reported, observed, and inferred characteristics and behaviors. These advances raise concerns, however, among advocates, legislators and consumers as to whether marketers have excessively intruded upon individuals’ private lives and might use their acquired knowledge to harm, rather than serve, the public. Jonathan Avila will explore potential points of privacy friction and suggest how consumer research and marketing can enhance the consumer experience by avoiding collision with emerging legal norms and consumer privacy expectations. He will address issues including personalization, digital redlining, the right to be forgotten, data portability, and recent privacy litigation trends.
10:00 – 10:30 Speaker to be Announced
10:30 – 11:00 Break
11:00 – 11:30 The Economic Consequences of Partisanship in a Polarized Era
Neil Malhotra, Stanford University
With growing affective polarization in the United States, partisanship is increasingly an impediment to cooperation in political settings. Does partisanship also affect behavior in non-political settings? Neil Malhotra will discuss research that investigated the effects of partisanship on participants’ economic choices and actions. A range of experiments in real-world environments offered compelling evidence that partisanship influences economic behavior, even when it is costly.

He will discuss implications for marketers’ understanding of consumer behavior, and for companies’ interactions with their customers, pointing to recent well-publicized examples that highlight the potential opportunities and pitfalls for firms.

11:30 – 12:00 p.m. Concluding Remarks
Marni Zea Clippinger, President and CEO, Marketing Science Institute
Carl F. Mela, Duke University and Executive Director, Marketing Science Institute

Hotel Accomodations

MSI’s group block is currently expired, and the host hotel, The Langham Chicago, is currently sold out. We encourage any attendees who have not already secured accommodations to do so as soon as possible; a few suggested properties nearby include the Westin Chicago River North and Hotel Chicago Downtown.

Conference Venue

The Langham Chicago
330 North Wabash Avenue
Chicago, IL 60611

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.