Carlson’s Ignite Explores Business, Brands, Beliefs

The latest trends shaping the marketing industry took center stage at the 2025 Ignite conference. The biennial event, hosted by Minnesota Carlson’s Institute for Research in Marketing (IRM), connected more than 300 marketing practitioners, corporate leaders, and business scholars.

Exploring the theme of Striking the Balance: Business, Brands & Beliefs, the conference took a deep dive into the dualities shaping the business landscape—from the intersection of human creativity and artificial intelligence to the tension between hustle culture and mental wellbeing.

“By providing unique access to academic and industry professionals, Ignite bridges the gap between marketing theory and practice,” said IRM Director and event co-organizer, Michelle Champlin Bergner. “Attendees leave with new strategies as well as with a renewed sense of how to navigate these complex balances in their own work and lives.”

“Not only does Ignite bring thought-provoking topics to the forefront with academics and industry experts leading the conversation, but it also brings the vast Minnesota marketing community together,” said IRM Assistant Director Ashley Beukelman, an event co-organizer.

The day kicked off with a keynote from Augeo Chief Innovation Officer Ken Greer, setting the stage for a series of panels. A session, “From Inspiration to Application,” featured industry leaders, including U.S. Bank CMO Michael Lacorazza, Target Senior Director of Data Sciences Samantha Schumacher, Amazon Web Services Head of Solution Architecture of Retail/CPG Todd Carter, and One Pass Head of Marketing Sarah Haverkamp. Together with Information & Decision Sciences Professor Jason Chan, they explored how marketers can harness AI as a strategic partner without losing the human intuition that drives emotional connection.

Another session, “The Head & The Heart,” examined the intersection of for-profit and nonprofit marketing. Carlson Impact Lab Managing Director Amee McDonald led a discussion with Minneapolis Institute of Art Chief Audience and Engagement Officer Lynn Farmer and Mall of America Chief Business Development and Marketing Officer Jill Renslow on leveraging shared strategies in storytelling and community building to drive impact.

Other sessions turned the lens inward on the industry's culture. In “Harmony Versus Hustle,” attendees heard from SEEN Haircare CMO and Carlson Board of Advisors member Linh Peters, ‘05 MBA, and Carlson Business Career Center Director Maggie Tomas on navigating the “always-on” mindset. The conversation provided actionable strategies for building cultures where innovation and wellbeing can coexist.

The afternoon continued with a look at brand longevity in “Iconic Brands: Balancing ‘What Was’ with ‘What Could Be.’” Led by Marketing Professor Akshay Rao, Winnebago Chief Marketing and Experience Officer Amber Holm, Andersen Windows & Doors Vice President of Marketing Heather Teskey, and Red Wing Shoe Co. CMO Dave Schneider discussed the delicate dance of preserving brand DNA while staying agile for a new generation of consumers.

Closing out the panels, the “CX-Brand Health Alignment” session explored the powerful link between customer experience and brand perception. Carlson Marketing Lecturer Nicole Newton and nVent CMO and Executive Vice President Martha Bennett discussed how to build a holistic approach to strengthen brand loyalty by aligning internal teams around key CX initiatives.

The Ignite Conference was made possible by the generous support of its sponsors: Augeo, Twin Cities Orthopedics, nVent, and Dairy Queen.