Big Audience, Bigger Feeling: How Brands Create Emotional Resonance
Summary
Big audiences don’t guarantee emotional connection. The brands breaking through today are those that intentionally design feelings such as belonging, joy, identity, and celebration that scale across millions of people. This panel brings together leaders from travel, fitness, and QSR to explore how emotional resonance is engineered through customization, community design, and cultural fluency. From large-scale experiences to everyday rituals, these executives will share how brands turn reach into relevance and why bigger audiences require even greater intentionality
- Format: Panel
- Category: Panel
- Event Type: panel
- Presented By: n/a
Contributors
- Mike Chuthakieo
- Luis Restrepo
- Brian Povinelli
- Amy Martin Ziegenfuss
Raw Event JSON
Large nested arrays are compacted for page readability. Full payload remains in dataset files.
Open JSON payload
{
"id": "PP1150850",
"track": "Brand & Marketing",
"focus_area": null,
"category": "Panel",
"event_id": "PP1150850",
"event_type": "panel",
"format": "Panel",
"genre": null,
"subgenre": null,
"name": "Big Audience, Bigger Feeling: How Brands Create Emotional Resonance",
"presented_by": null,
"publish_at": "2026-02-26T15:34:00.000-06:00",
"reservable": true,
"reservable_id": "PP1150850",
"reserved": false,
"date": "2026-03-15",
"end_time": "2026-03-15T11:00:00.000-05:00",
"start_time": "2026-03-15T10:00:00.000-05:00",
"message": null,
"image": null,
"credentials": [
{
"name": "Platinum Badge",
"type": "platinum"
},
{
"name": "Innovation Badge",
"type": "innovation"
}
],
"contributors": [
{
"id": 102562,
"company": "Dick Clark Productions",
"credential_types": [
"innovation"
],
"entity_id": 2270141,
"name": "Mike Chuthakieo",
"speaker_types": [
"Speaker"
],
"title": "Chief Commercial Officer",
"image": {
"alt_text": "Mike Chuthakieo",
"credit": "",
"url": "https://images.sxsw.com/Kawj-Lp86r3aRI4hiBnRlKk9bpQ=/701x51:4728x4078/600x600/images.sxsw.com/48/827965da-9e34-4b72-a89d-51e28ca58964/pcid-1653635"
},
"speaker_type": "Speaker",
"details": "Mike Chuthakieo oversees all aspects of commercial strategy and revenue generation for Dick Clark Productions, establishing strategic brand alliances and helping to develop and expand the reach of IP across all media platforms for top-rated programming, including “Golden Globes,” “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest,” “American Music Awards,” “Billboard Music Awards,” and “Academy of Country Music Awards.”\r\r\rPrior to Dick Clark Productions, Chuthakieo served as Chief Revenue Officer at 88rising, where he led the commercial growth strategy to help champion the best of Asian music and culture around the globe. Chuthakieo’s career includes pivotal leadership positions at Pinterest, Pandora, and MySpace/Fox Interactive, where he played key roles in building their advertising businesses from the ground up. His extensive experience spans ad agency, sports marketing, media, and adtech, bringing a forward-thinking, cross-platform approach to commercial strategy.",
"links": {},
"type": "person"
},
{
"id": 102561,
"company": "Taco Bell (U.S.)",
"credential_types": [
"filmtv",
"innovation",
"music"
],
"entity_id": 2270140,
"name": "Luis Restrepo",
"speaker_types": [
"Speaker"
],
"title": "Chief Marketing Officer",
"image": {
"alt_text": "Luis Restrepo",
"credit": "",
"url": "https://images.sxsw.com/bI4WCm_2TP2TjsIdAQMtGl033ws=/521x37:1502x1018/600x600/images.sxsw.com/48/47eae90d-875b-41d4-b45d-bdf892d98e22/pcid-1653629"
},
"speaker_type": "Speaker",
"details": "Luis Restrepo serves as Chief Marketing Officer, U.S., for Taco Bell, where he leads efforts to strengthen consumer connection, build cultural relevance, and grow market share through breakthrough marketing platforms and bold product innovation. Since stepping into the CMO role in September 2025, Luis has advanced the brand’s category leadership and value strategy, including the recent launch of the Luxe Value Menu — a bold redefinition of value delivering elevated, flavor-forward options at an accessible price point. \r\r \r\rLuis previously served as Vice President of Brand & Product Marketing after joining the company in December 2023. In that role, he oversaw Taco Bell’s product pipeline and brand marketing efforts, guiding the team behind game-changing innovation such as Cheesy Street Chalupas and setting the foundation for his promotion to U.S. CMO. Prior to Taco Bell, he held brand leadership roles at Procter & Gamble, where he developed a strong foundation in brand management and consumer-driven growth strategy.",
"links": {},
"type": "person"
},
{
"id": 102560,
"company": "Planet Fitness",
"credential_types": [
"innovation"
],
"entity_id": 2270139,
"name": "Brian Povinelli",
"speaker_types": [
"Speaker"
],
"title": "Chief Marketing Officer",
"image": {
"alt_text": "Brian Povinelli",
"credit": "",
"url": "https://images.sxsw.com/YniaS8eyNGnezbUHZKHNf4P-MOo=/133x64:613x544/600x600/images.sxsw.com/48/7fefbdd7-725b-4e20-a6ab-d20db3943c6b/pcid-1653622"
},
"speaker_type": "Speaker",
"details": "Brian Povinelli joined Planet Fitness in 2025 as the Company’s Chief Marketing Officer. Mr. Povinelli is a proven brand marketer and executive leader with a career spanning the largest hospitality brands in the world, apparel brands, and marketing agencies. Mr. Povinelli most recently served as Global Head of Marketing & Brand of Marriott International where he was responsible for many of the company's marketing functions, including marketing partnerships, demand generation in the U.S. and Canada markets, loyalty marketing, portfolio marketing/strategy, and brand marketing for over 25 brands. At Marriott, he frequently interacted with Marriott's franchisees and managed a marketing budget of over $1 billion. Prior to this position, Mr. Povinelli served as Marriott's SVP, Global Brand, Loyalty and Portfolio Marketing from 2020 to 2023 and as SVP, Global Brand Leader for Westin, Le Meridien, Renaissance, Autograph Collection, Tribute Portfolio & Design Hotels from 2016 to 2020. Prior to its acquisition by Marriott, Mr. Povinelli held roles of increasing responsibility at Starwood Hotels where he helped grow the Westin, Sheraton and Le Meridien brands. Mr. Povinelli served in advertising and marketing roles at Reebok International from 1999 to 2006. He began his career at Doner Advertising. Mr. Povinelli holds a Bachelor's Degree in Marketing from James Madison University.",
"links": {},
"type": "person"
},
{
"id": 102559,
"company": "Carnival Cruise Line",
"credential_types": [
"innovation"
],
"entity_id": 2270138,
"name": "Amy Martin Ziegenfuss",
"speaker_types": [
"Speaker"
],
"title": "Chief Marketing Officer",
"image": {
"alt_text": "Amy Martin Ziegenfuss",
"credit": "",
"url": "https://images.sxsw.com/iwK8GUHaEJuCJQWWseTjezkokZE=/1389x176:3200x1987/600x600/images.sxsw.com/48/3b02ce6c-a4e1-4c22-9a3c-28991b4c95b8/pcid-1653614"
},
"speaker_type": "Speaker",
"details": "Amy Martin Ziegenfuss is the Chief Marketing Officer for Carnival Cruise Lines. With more than 25 years of experience, she is a seasoned marketer known for building global brands and driving business performance. At Carnival, Amy is focused on positioning the brand for the future, continuing to evolve the through-the-line experience and marketing for the brand to drive business performance and brand\rlove with customers of today and of tomorrow.\r\rPreviously, Amy served as SVP of Global Enterprise & Brand Marketing at Hilton, where she led\rmarketing for Hilton and its brands, which included revitalizing legacy brands and launching new ones. Prior to Hilton, Amy spent 11 years at Choice Hotels in a variety of marketing roles in both the US and\rthe UK and, before her time in the hospitality industry, she held marketing roles at a variety of\rorganizations in the financial, healthcare, and non-profit sectors, as well as a stint at an agency. She\rholds a bachelor’s degree in communications from Hood College in Frederick, Maryland, and an MBA from George Washington University in Washington, DC.\rAmy is passionate about making travel accessible and fostering inclusivity. She is a dual citizen of the US and the UK and enjoys traveling, reading, diving, and cooking for loved ones. Amy lives in Washington, DC and Rehoboth Beach with her wife, Joanna and their dog, Archie. ",
"links": {},
"type": "person"
}
],
"venue": {
"accessible": false,
"age_policy": null,
"floor": null,
"id": "V2141",
"indoor_outdoor": null,
"mixhalo_url": "https://translate.mixhalo.rocks/432?venue_id=432&partner=true",
"name": "Waterloo Ballroom 1",
"parent_id": "V2024",
"parent_venue_name": "Austin Marriott Downtown",
"venue_entry_info": null,
"formats": null,
"location": {
"address": "304 E Cesar Chavez St.",
"lat_lon": [
30.2628298,
-97.74157
],
"city": "Austin",
"postal_code": "78701",
"state": "TX",
"name": "Austin Marriott Downtown"
},
"root": {
"id": "V2024",
"name": "Austin Marriott Downtown",
"mixhalo_url": null
},
"events": "[omitted 5 venue events]"
},
"description": "Big audiences don’t guarantee emotional connection. The brands breaking through today are those that intentionally design feelings such as belonging, joy, identity, and celebration that scale across millions of people. \n\nThis panel brings together leaders from travel, fitness, and QSR to explore how emotional resonance is engineered through customization, community design, and cultural fluency. From large-scale experiences to everyday rituals, these executives will share how brands turn reach into relevance and why bigger audiences require even greater intentionality",
"experience_level": "Intermediate",
"audio_url": null,
"accessibility": [],
"accessible_venue": false,
"add_bcl_url": false,
"add_slido": false,
"after_midnight": null,
"age_policy": null,
"american_sign_language": false,
"apple_url": null,
"audio_description": false,
"caption_url": null,
"captioned_qa": false,
"closed_captioned": false,
"cpe_credit": false,
"event_status": "none",
"has_subtitles": false,
"hash_tags": [],
"high_sensory_experience": false,
"live": false,
"long_description": "Big audiences don’t guarantee emotional connection. The brands breaking through today are those that intentionally design feelings such as belonging, joy, identity, and celebration that scale across millions of people. \n\nThis panel brings together leaders from travel, fitness, and QSR to explore how emotional resonance is engineered through customization, community design, and cultural fluency. From large-scale experiences to everyday rituals, these executives will share how brands turn reach into relevance and why bigger audiences require even greater intentionality",
"meeting_url": null,
"meeting_url_live": false,
"mentorly_url": null,
"mobile_audio_url": null,
"open_captioned": false,
"playlist_tag": null,
"rebroadcast": false,
"recommended_ids": [],
"search_conversions": null,
"short_program": false,
"slido_url": null,
"sort": "BIG AUDIENCE, BIGGER FEELING: HOW BRANDS CREATE EMOTIONAL RESONANCE",
"source": "Official",
"squad_up_url": null,
"stream_embed": null,
"stream_id": null,
"stream_url": null,
"strobe_warning": false,
"subdiscipline": null,
"summit": null,
"summit_display_name": null,
"tags": [
{
"id": 2579,
"name": "Marketing Leadership Summit",
"created_at": "2026-03-03T13:39:09.879-06:00",
"updated_at": "2026-03-03T13:39:09.879-06:00",
"sort": "MARKETING LEADERSHIP SUMMIT",
"alpha": "M"
},
{
"id": 2576,
"name": "Recently Added",
"created_at": "2026-02-26T12:08:59.538-06:00",
"updated_at": "2026-02-26T12:08:59.538-06:00",
"sort": "RECENTLY ADDED",
"alpha": "R"
},
{
"id": 1094,
"name": "Branding",
"created_at": "2016-11-28T14:54:15.982-06:00",
"updated_at": "2022-02-14T12:07:45.213-06:00",
"sort": "BRANDING",
"alpha": "B"
}
],
"talent_attending": null,
"title_only": false,
"track_display_name": "Brand & Marketing track sponsored by Youtube",
"trailer_id": null,
"trailer_url": null,
"video_on_demand": null,
"vimeo_id": null,
"vod": false,
"xr_project_type": null,
"youtube_id": null,
"related_events": [],
"related_sales_client": null
}