AGENDA

Tuesday, April 29

6:30 p.m. - 8:30 p.m. Reception and Informal Networking Reception

Wednesday, April 30

7:30 a.m. Continental Breakfast

8:15 a.m. Convene/Overview

8:30 a.m. Roundtable Introductions (3-5 minutes each discussing)

Who they are/their firm/their practice The key issues they see moving forward The key areas of research focus and B-to-B branding Their own experience/connections/desire to be involved in a "brands working together" situation Output: Definition of key issues and knowledge gap (what we know and what we don't know)

9:15 a.m. Break

9:30 a.m. Ingredient Brands and Business Performance

Raj Srivastava, Institute for Brand Science, Emory University

10:15 a.m. Break

10:30 a.m. Case Study with Waldemar Pfoertsch—CEIBS; David Meyers, CEO and Kathy Hall, VP of Marketing—Microban; Shannon McWilliams?, VP of Marketing—Doskocil Manufacturing

11:15 a.m. Case Study - Makrolon – The High Tech Material by Juergen Hohmann, Marketing Director, Bayer Materialscience

12:00 p.m. Lunch

1:00 p.m. Roundtable Panel

· The key driving factors

· Ingredient Branding Dilemmas

· Guidelines for success

· Research issues/agenda

· Engagement/research support

2:45 p.m. Break

3:00 p.m. Summary/Wrap Up/Action Items-Moving Forward with the Consortium

4:00 p.m. Adjourn