The Art and Science of Brand Building

This event is over.

 

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Module

 

L.E.A.D. Learning Approach

 

Time

 

Learning Experience Summary

1

Setting the Stage

Learn

0H:15M

  • Review ANA Benefits
  • Review objectives and agenda for the workshop
  • Icebreaker Introductions-If I were a brand I’d be…

2

Building Brands Buyers Love

Learn

0H:40M

  • Why buyers love brands – the emotional connection & the logical alibi (the art and science of branding)
  • What great brands do for companies
  • The key components of a brand

Experience

0H:20M

  • Utilize multiple examples of other companies’ branding efforts

Apply

0H:45M

  • Complete Brand Audit Exercise in Teams

 

Break

 

0H:15M

 

3

Brand Strategy, Promise, Positioning and Personality

Learn

0H:30M

  • Corporate and Brand Strategy
  • Creating a compelling brand promise
  • Positioning your brand against the competition
  • Matching your brand personality to promise & positioning

Experience

0H:15M

  • Utilize multiple examples of companies’ strategy, promise, positioning and personality efforts

Apply

1H:00M

  • Team Exercise: Build draft brand promise, personality and positioning based on research and competition.

 

Lunch

 

0H:45M

 

4

Brand Identity & Sensory Branding

Learn

0H:45M

  • How to use these components of brand identity effectively
  • Naming
  • Logos, Symbols, Taglines & Jingles
  • Mascots and Spokespersons
  • Packaging
  • Sensory branding
  • Brand extensions & Co-branding

Experience

0H:30M

  • Use multiple examples of other companies’ brand identity and sensory branding efforts

Apply

0H:30M

  • Team Exercise: Review company’s brand identity to see if it matches revised brand strategy, promise, etc. Identify opportunities for improvement.

 

Break

 

0H:15M

 

5

Brand Campaign

Learn

0H:25M

  • The principles of Integrated Marketing Communications
  • Media Tactics: Paid, Owned & Earned
  • The need for integration

Experience

0H:25M

  • Use multiple examples of other companies’ branding campaigns

Apply

0H:10M

  • Team Exercise: Review company’s branding campaign to identify opportunities for improvement.

6

Brand Research, Measurement & Internalization

Learn

0H:30M

  • Current and leading-edge types of research to gain customer insights
  • High-level methodology to measure success of branding efforts
  • Brand Internalization Process

Experience

0H:10M

  • Use multiple examples of other companies’ efforts in these areas

Apply

0H:20M

  • Team Exercise: Identify the key research questions that, if answered, will move the brand forward significantly.

7

Learning Reflection and L.E.A.D. Action Plans

Discover

0H:15M

  • Review key takeaways for the day
When
Begins:Monday, October 5, 2015 at 8:30am
Ends:Monday, October 5, 2015 at 5:00pm
Where

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