Ignite 2018 Conference at UMN will Focus on Protecting Trust in Today’s Consumer Journey

August 21 2018

Speaker lineup combines top academic researchers with corporate leaders including Wells Fargo CMO, Jamie Moldafsky

Minneapolis, August 21, 2018 – In today’s business world, there is perhaps no greater challenge or necessity than gaining and keeping the consumer’s trust. That’s why organizers of this year’s Ignite: Sparking Action in Marketing Conference have chosen the theme of “Protecting Trust in Today’s Consumer Journey.”

The conference, hosted by leading marketing promotions firm YA and the Institute for Research in Marketing at the University of Minnesota’s Carlson School of Management, will take place Sept. 20, 2018 at the Carlson School of Management.

It pairs top academic scholars who have cutting-edge research on the topic of trust with corporate leaders who will share real-world implications of managing trust.

Speakers include Jamie Moldafsky, the Chief Marketing Officer of Wells Fargo, who will discuss what the company learned about rebuilding trust. Other speakers include Gary Judd, global leader of FranklinCovey’s “Speed of Trust” practice, Leslie Gaines-Ross, Weber Shandwick’s Chief Reputation Strategist, who will speak to the consumer drivers and the activism movement, Michael Becker, an internationally recognized speaker and co-founder of mCordis, and esteemed University of Minnesota professors Melissa Koenig, Akshay Rao and Kathleen Vohs.

Speakers will discuss the evolution of trust in the minds of consumers and the ongoing journey organizations must take to gain, keep and regain trust in times of crisis.

“Every interaction with employees, customers and partners is an opportunity to build the trust relationship,” said YA President and CEO Chris Behrens. “It is why people choose your brand and why they stay with your brand even in times of adversity. If you don’t provide that journey of trust, consumers will vote with their feet instead of their wallets.”

“Unfortunately, for so many organizations, it’s not about if a breach of trust will occur, it’s about when,” said Steve Goodyear, Director for the Institute for Research in Marketing, University of Minnesota Carlson School of Management. “This conference provides proven ideas on how to address such issues and more importantly, how to avoid them in the first place.”

In addition to sponsors YA and the Institute for Research in Marketing, partners for the Ignite Marketing Conference include Twin Cities Business, Minnesota Public Radio, Mpls downtown council and Executive Education at the University of Minnesota’s Carlson School of Management.
To learn more about the conference and to register, visit www.ignitemarketing2018.com.

About YA
For more than 45 years, YA has been a leader in promotional marketing services. We deliver high-impact data-driven digital, social and mobile promotions, such as rebates/rewards, enter to win and loyalty programs, to the nation’s most respected brands. With deep expertise in several industries, our end-to-end management of 3,500+ promotions each year helps our clients reach tens of millions of consumers annually. This makes us experts at turning even first-time customers into loyal brand advocates who take action, buy more and spread the word. For more information, visit www.yaengage.com.

About The Institute for Research in Marketing
Since 2005, the Institute for Research in Marketing at the University of Minnesota’s Carlson School of Management has provided a forum for some of the world’s most distinguished academics to partner with top organizations in order to generate thought-provoking perspectives about companies, consumers, and communities. Working together, we apply our faculty’s leading marketing insights and findings to real-world problems. The Institute is committed to building enduring relationships with the corporate community that lead to advances in the science and practice of marketing.

Ignite 2018 Media Contact: Tracy Kurschner 612.309.3957

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