The Art and Science of Brand Building

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• Setting the Stage (30 min)
• The Power of Identity of Archetypes, Identity & Brand Architecture (45 min)
• Break (15 min)
• Segmentation Tool: Understanding Your Consumer and Their Values (45 min)
• Hierarchy of Needs Tool: Emotive Drivers (45 min)
• Summary of Learning (30 min)
• Lunch (30 min)
• Competition Tool: Who and What Your Are Competing With in Your Consumer's Brains (45 min)
• Brand Promise Tool: Identifying Key Brand Assets (75 min)
• Brand Experience Tool: The VitaL Journey! (75 min)
• Conclusion (30 min)

When

Where

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Ed Faruolo

Ed Faruolo is the founder of VitaLincs, a consultancy that helps its clients increase their appeal within the markets they serve through interactive workshops and strategic consulting. His clients include major corporations and new ventures, such as MD Insider and The Good For You Network. Previously, Ed served as chief marketing officer at Cigna, where he led the worldwide brand transformation that established the company as a tier-one brand in the health and benefits category. And he was vice president of brand development at Lincoln Financial. Ed repositioned the Travelers brand as a diversified financial services enterprise, which helped attract the Citi acquisition.

Ed is an ANA Faculty member who has worked globally in locations ranging from Sharm el-Sheikh, Egypt, to Plymouth, Wisconsin, for companies ranging from B2B to B2C, including Benjamin Moore Paint, Bush Beans, Touchstone Energy, and Outback.